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

Edward de Bono

Don’t criticise a hypothesis, come up with a better one.
EDWARD DE BONO

Better Criticism Oneself
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
Traditional thinking is all about “what is” Future thinking will also need to be about what can be.
EDWARD DE BONO

Future Thinking Traditional Willing
It’s not enough to rage against the lie.. you’ve got to replace it with the truth.
EDWARD DE BONO

Enough Lying Replacement Truth
An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.
EDWARD DE BONO

Company Competition Death Focus Thrive Ultimate
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
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
They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas Thinking
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
Language is the biggest barrier to human progress because language is an encyclopedia of ignorance. Old perceptions are frozen into language and force us to look at the world in an old fashioned way.
EDWARD DE BONO

Fashion Human Language Progress Way
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
The winner is the chef who takes the same ingredients as everyone else and produces the best results.
EDWARD DE BONO

Best Chef Ingredient Result Win
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
There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.
EDWARD DE BONO

Creativity Doubt Forever Human Important Progress Repeat Resource

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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