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The winner is the chef who takes the same ingredients as everyone else and produces the best results.

Edward de Bono

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

Different Hole Place Yourself
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
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
Creative thinking is not a talent, it is a skill that can be learned. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and, where appropriate, profits.
EDWARD DE BONO

Creative Empowerment Learning People Production Profit Skills Thinking
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
An idea that is developed and put into action is more important than an idea that exists only as an idea.
EDWARD DE BONO

Development Existence Ideas
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology Value
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
It is well known that “problem avoidance” is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.
EDWARD DE BONO

Avoidance Important Place Problem System
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
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
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
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
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception

The winner is the chef who takes the same ingredients as everyone else and produces the best results.

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The winner is the chef who takes the same ingredients as everyone else and produces the best results.

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