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Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.

Edward de Bono

Removing the faults in a stage-coach may produce a perfect stage-coach, but it is unlikely to produce the first motor car.
EDWARD DE BONO

Car Mistake Production Remove
As competition intensifies, the need for creative thinking increases. It is no longer enough to do the same thing better . . . no longer enough to be efficient and solve problems.
EDWARD DE BONO

Better Competition Creativity Intense Need Problem Solve
Thinking is the ultimate human resource. Yet we can never be satisfied with our most important skill. No matter how good we become, we should always want to be better.
EDWARD DE BONO

Better Goodness Human Resource Thinking Ultimate
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.
EDWARD DE BONO

Existence Ideas Immortal Spring
Most people are put off science because maths is the gateway and they can’t handle it. What we should be teaching is operational maths because, in general, the maths we need to carry out science is pretty straightforward.
EDWARD DE BONO

Operational People Science Teaching
This new meta-system is very much in favor of the self, but a self that is based on a proper sense of dignity, not on an inflated ego. A person who dare not admit he is wrong inflates his ego but weakens his self.
EDWARD DE BONO

Dignity Himself Proper System Weakness Wrong
You hold onto religion, you know, rules, regulations, traditions. I think what God is interested in is people’s hearts, and that’s hard enough.
EDWARD DE BONO

Enough Hard Heart Hold People Religion Rule Tradition
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
Intelligence is something we are born with. Thinking is a skill that must be learned.
EDWARD DE BONO

Born Intelligence Learning Skill Thinking
I know it aches, how your heart it breaks. You can only take so much. Walk on.
EDWARD DE BONO

Heart Hurt Known Myself Pain Walk
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories
Studies have shown that 90% of error in thinking is due to error in perception. If you can change your perception, you can change your emotion and this can lead to new ideas.
EDWARD DE BONO

Change Error Ideas Leadership Mistake Perception Study
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
Although feelings are not supposed to intrude on business discussions, they do anyway – we just disguise them as logic.
EDWARD DE BONO

Business Discussion Feeling Logic
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner

Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.

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Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.

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