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The de Bono Weekly Message – Creativity

As I have mentioned so often the word ‘creativity’ in English is too broad and ranges from creating a mess to painting a masterpiece. The emphasis is on ‘bringing something about’.

At the same time repetition does not qualify. So there is an element of ‘new’. The element of change is not sufficiently covered. Nor is there creativity if there is perception – the way you choose to look at things in different ways. There is also the problem that for some people creativity means different for the sake of difference – with no other value. Further, the word ‘creative’ describes a result not a process. That is why there was a need for the term ‘lateral thinking’ – which is also directly related to the way the brain forms asymmetric patterns.

Edward de Bono – is the worlds leading authority on the use of creative thinking in business.  To learn Dr de Bono’s revolutionary thinking tools, join us at and be trained by an officially recognised de Bono Master Trainer.