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Business has continued to be more interested in thinking, in general, than any other sector of society. The explanation for this is because there is a reality test. There is a bottom line. There are sales figures and profit figures. There are results.

— Edward de Bono

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More quotes by Edward de Bono

Rightness is what matters in vertical thinking. Richness is what matters in lateral thinking.

Lateral Thinking : Creativity Step by Step (1970)

Lateral thinking is closely related to insight, creativity and humour.

Lateral Thinking : Creativity Step by Step (1970)

With lateral thinking one goes on generating as many approaches as one can even after one has found a promising one.

Lateral Thinking : Creativity Step by Step (1970)

Design is really a special case of problem solving.

Lateral Thinking : Creativity Step by Step (1970)

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

Lateral Thinking : Creativity Step by Step (1970)

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The rule of my life is to make business a pleasure and pleasure my business.

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A business of high principle generates greater drive and effectiveness because people know that they can do the right thing decisively and with confidence.

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Attribution

Quote text and notes from Wikiquote: Edward de Bono (page history), available under CC BY-SA 4.0. Source quality and labels are our own summary of what Wikiquote records.