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Serious Creativity [Unbound]

Edward de Bono
5.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

March 1997
A fundamental book on deliberate creative thinking from a world-renowned expert in the field and the inventor of the systematic process of lateral thinking. Used correctly, creating thinking can save companies millions of dollars as the best and cheapest way to get added value out of existing resources and assets. Line drawings.
--This text refers to an out of print or unavailable edition of this title.

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From Publishers Weekly

De Bono's term "lateral thinking" (the title of a previous book) refers to problem-solving by apparently illogical methods. In a fertile user's manual to the mind, de Bono, a prolific author and business consultant, tackles creative thought as a skill that can be taught, a systematic process of breaking free of old concepts and finding alternatives. In an informal, discursive style, he presents an arsenal of techniques for cultivating ideas and harvesting the usable onesto avoid mixed metaphor; also, harvest is late stage of agricultural process, so should come after 'nurture' or 'cultivation' . Rooted in his theory that creativity flows out of the way human perception works as a self-organizing information system, these techniques include random word generation, multiple focuses, "provocations" that provide a novel framework through which to look at things, and the "six hats method" encouraging cooperative exploration instead of adversarial thinking. His insights seem broadly applicable to business, education, law and other fields.
Copyright 1992 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Most helpful customer reviews
5.0 out of 5 stars CREATIVITY AT WORK July 24 2009
Format:Paperback
Edward de Bono's use of Hats of Different colours associated to using imagination without limits to find new solutions or points of view for problem solving is being used at our plant and is a very interesting tool .
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.6 out of 5 stars  15 reviews
65 of 73 people found the following review helpful
5.0 out of 5 stars buy only this one... Dec 5 1999
By A Customer - Published on Amazon.com
Format:Paperback
By now I think I have read about fifteen of De Bono's books and this is certainly the best. Many of the others seem to be mostly regurgitations of the the same old stuff. Does he get paid by the word? He claims to have written about 25 books, but I think he has to a great extent written one book over and over again. And he seems so pompous and arrogant. How can someone with such arrogance be creative? He never quotes others (perhaps to him there are no others) or cites other works on creativity, even in cases where his ideas were clearly not first his. This is an excellent book, but by an ego-centric author and that unfortunately colors all his writing.
25 of 29 people found the following review helpful
5.0 out of 5 stars agreeing with the reader from New York Aug. 27 2002
By A Customer - Published on Amazon.com
Format:Paperback
I read the review written by someone from New York. I was surprised that he or she had the same feelings about the book as I had. This is a shocking book. On the one hand, it is excellent and teaches people a lot about how to think about a problem. On the other hand, the author is so self-conceited that sometimes I asked myself: if he is so creative, why didn't he invent ANYTHING apart from his own way of making money?
The funny thing is, that I still recommend this book!
Peter Fabri, Budapest, Hungary
17 of 19 people found the following review helpful
5.0 out of 5 stars I am impressed! Sept. 3 2003
By James Finemon - Published on Amazon.com
Format:Paperback
I recently attended an Optimal Thinking for Leaders seminar by Dr. Rosalene Glickman who referred to Dr. De Bono as the world authority on creativity. She recommended to the audience of 500 to read this book and especially to take note of the "Small Map" and the "Big Map". Well, I have to say De Bono is a brilliant author, and I finally understand what creativity means and how to apply it most effectively during conflicts and other situations. I highly recommend this book.
8 of 8 people found the following review helpful
5.0 out of 5 stars De Bono's Best Work March 23 2011
By bronx book nerd - Published on Amazon.com
Format:Paperback
To my mind, Edward de Bono is one of the grand masters of creative thinking. In this book, he covers the how and why of creative thinking through the framework of lateral thinking, which is his major contribution to this field. De Bono explains why the brain is not geared to be creative; rather it is geared to be conservative, as it is a pattern-seeking machine whose main objective is the survival of the person within whom this brain resides. Patterns help us learn quickly and adapt; they keep us from having to learn the same thing repeatedly; they help us identify danger. But patterns also become ruts and as a result we end up doing the same thing over and over, or building from the same base. To be creative you need to break from those patterns, and the best way to do that is through lateral thinking. Analysis, de Bono claims, will not help us create because analysis simply looks at what is, not what could be. The mind needs to be jarred, in some sense, out of the old patterns to see things anew. De Bono offers his lateral thinking techniques for this: provocations, concepts fans, and escapes are some of the main techniques de Bono teaches. For example, provocations may be created via the use of a random word, which then generates associations that may result in useful ideas, or a provocation may be created by reversing a relationship.

The other major message which de Bono delivers is that creativity is not just for the gifted, but for anyone who is willing to apply the structured techniques he teaches; thus, creativity is a skill like any other skill. Also, de Bono stresses that being creative is not just a matter of loosening inhibitions and getting wild and crazy, which is what some creativity gurus encourage via brainstorming. I highly recommend this book for anyone who wants to learn the skills of creative thinking.
10 of 11 people found the following review helpful
5.0 out of 5 stars Masterful explanation of creativity. April 2 2003
By A Customer - Published on Amazon.com
Format:Paperback
In my estimation, Edward de Bono is the world authority on creativity. I have read most of his books, and seen him speak at the International Conferences on Thinking. This book will not disappoint you. I was especialy impressed with his explanations of the creative pause, focus, and how to come up with alternatives. His sensitizing techniques are unique and a must read for anyone who wants to optimize their creativity.
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