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  • Innovation & Networking

Dr. Edward De Bono on Creativity

  • July 10, 2004
  • naina

— Far too many people believe that creativity is just being different. True creativity must deliver real value.
— Technology itself will not provide new ideas. It is better used to achieve or deliver a designed value.
— All valuable creative ideas are logical in hindsight (with an unfortunate Catch 22 – that it is therefore not seen as being creative).
— There is no substitute for business competence, efficiency and cost control. But business also has to deliver real value.
— There are two main uses for creativity. First to do what you are doing in a better way. Second to do better things.
— If you are inhibited it is difficult to be creative. But making you uninhibited does not itself make you creative.
— It is not enough to have innovation as an intention. You need to do something about it.
— There is a need to allocate time to creative thinking. And a need for formal creative training.
— New ideas should receive formal recognition, even if they are never used. Having your ideas recognised is extremely motivating.
— Allocate space, responsibility and clear expectations for creative thinking, in the same way you would for other business processes).
— If clear objectives are not set, new ideas are a risk.
— Establish channels for ideas to flow through the organisation. That way, once ideas are created, they can be judged on their merits, rather than being lost in they system.
— Humour is by far the most significant behaviour of the brain, revealing the fact that our brain patterns are not symmetric (the route from A to B is not necessarily the same as the route from B to A).
— Set out a creative hit list which lays out the areas which new thinking needs to target.
— Every organisation should have a “concept department”.

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4 comments
  1. Anonymous says:
    July 10, 2004 at 4:51 am

    i will take each one of those highlights every day, to think about it. Thanks for sharing,
    Leila

  2. Jeffrey says:
    July 16, 2004 at 8:02 pm

    What is the srouce for these? One of his books? i’d like to be able to look at some of them in context.

  3. Naina says:
    July 16, 2004 at 9:24 pm

    This post has been removed by the author.

  4. OceanBlue says:
    July 21, 2004 at 9:49 am

    It’s enlightening to read the point of view about creativity. What’s more important is what actions to take to make ourselves more creative. I think abhishek has quite some good to-do list.

Comments are closed.





Naina Redhu is a professional photographer & visual artist.

Her career, spanning 16 years, started with an MBA in IT & Systems, to a job as an Innovation Management Consultant, to branding & graphic design work for international clients, to a full-time solo-entrepreneurship as an Experience Collector.

Naina started her blog 16 years ago and it has evolved from writing about Creativity & Innovation, to sharing case studies about Branding & Graphic Design to finally a destination for some of the leading Luxury & Lifestyle brands as Naina writes features for these brands and photographs them.

Having traveled all over India as a child ( the advantage of having a father serving in the Indian Army ), she is also well-traveled across Europe ( Austria, Switzerland, Netherlands, Italy and France ), Asia ( Bhutan, Sri Lanka, Thailand, and Vietnam ), America ( New York, Los Angeles and San Francisco ), and Canada.

Naina has her own podcast called The Naina Redhu Experience, where she talks about the business and professional aspects of photography, blogging and influencer marketing in India.

Her abstract art, under the KhaosPhilos label can be shopped on the Naina.co online store and she is available for bespoke commissions as well.

"The New Rules of Online Brand Building", Naina's on-ground workshop, recently wrapped up its 7th Edition. Launched in 2018, "Workshops By Naina" is going to be seeing more editions across the country & online.

Naina is also available for hire as a Speaker. She has been invited as a Keynote Speaker at a blogging conference and also speaks about the business of photography in India.

Always learning & evolving online, she has presence across several online spaces including Twitter, Instagram, Facebook, YouTube, Pinterest, LinkedIn, TikTok and her podcast can be found on all podcast channels and apps.

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