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You cannot dig a hole in a different place by digging the same hole deeper.

Edward de Bono

It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
On trade, our hypocrisy is at its most appalling. Trade reform isn’t about charity, it’s about justice, and this campaign, Trade Justice is an unstoppable idea.
EDWARD DE BONO

Charity Hypocrisy Idea Justice Stop Trade
The purpose of science is not to analyze or describe but to make useful models of the world. A model is useful if it allows us to get use out of it.
EDWARD DE BONO

Allow Analysis Description Purpose Science
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People
Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see.
EDWARD DE BONO

Analysis Believe Business Data Executive Ideas Mindset Perspective Science Wrong
You can analyse the past, but you need to design the future. That is the difference between suffering the future and enjoying it.
EDWARD DE BONO

Design Difference Enjoyment Future Need Past Suffering Yourself
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
Many highly intelligent people are poor thinkers. Many people of average intelligence are skilled thinkers. The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Drive Intelligence People Poor Thinking
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Aspect Creativity Important Motivational Powerful Source Willing
There is no doubt that creativity is the most important human resource of all.
EDWARD DE BONO

Creativity Doubt Human Resource
We need creativity in order to break free from the temporary structures that have been set up by a particular sequence of experience.
EDWARD DE BONO

Break Creativity Experience Freedom Need Order Temporary
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
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement.
EDWARD DE BONO

Beyond Doubt Improvement Right Sacred Way
Sometimes the situation is only a problem because it is looked at in a certain subjective, negative, ungrateful way.
EDWARD DE BONO

Gratitude Problem Situation Time Way

You cannot dig a hole in a different place by digging the same hole deeper.

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You cannot dig a hole in a different place by digging the same hole deeper.

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