Edward de Bono Ideas Quotations

Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.

Creativity gives hope that there can be a worthwhile idea.

They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.

The analysis of data will not by itself produce new ideas...

Some people are aware of another sort of thinking which... leads to those simple ideas that are obvious only after they have been thought of... the term 'lateral thinking' has been coined to describe this orther sort of thinking; 'vertical thinking' is used to denote the conventional logical process.

Every valuable creative idea must always be logical in hindsight. If it were not, we would never be able to see its value.

A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.

The need to be right all the time is the biggest bar to new ideas.

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.

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.

Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.