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The de Bono Weekly Message – Think – before it’s too late

My latest book is called ‘THINK: before it is too late’. In it I suggest that the biggest problem facing humanity is not climate change but inadequate thinking. We are very complacent and even proud of our thinking. We can land men on the moon, we can tap atomic energy, we have the internet, we have supersonic flight etc. We have done very well in the area of science and technology because we have developed ‘thinking for finding the truth’.


I have suggested the new word ‘ebne’ which means ‘excellent but not enough’. Our existing thinking is ‘ebne’ but not enough. We have never developed ‘thinking for creating value‘.


In conflicts we rush to judge who is wrong and seek to punish that party. We do not try to design a way forward.


Dr Edward de Bono – 20th July 2009


LEARN TO THINK – Attend a de Bono Thinking Methods workshop:

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About Robert Fisher

Robert Fisher is Director of Robert has a passion for training and developing people, teams and whole organisations with tools and techniques that help peak performance and innovative advantage. LINKEDIN: