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 BonoIn the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.
Edward de BonoDealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.
Edward de BonoThe winner is the chef who takes the same ingredients as everyone else and produces the best results.
Edward de Bono