Edward de Bono

World's leading authority on creative thinking

Dr. Edward de Bono is widely regarded as the world's leading authority in the field of creative and conceptual thinking.

From his medicine background, de Bono derived the principles of self organising biological systems which he then applied to the neural networks of the brain. His book "The Mechanism of the Mind" (1969) was the basis of the specific tool of lateral thinking which is formal and deliberate creativity. For the first time in history, creativity had been out in a logical basis.

Dr de Bono has been listed by Accenture as one of the most influential business thinkers in the world. He was awarded the Carl Sloans award which is given once a year by the Association of Management Consulting firms to the individual who has contributed to the field. He has been listed by the leading Austrian Business journal as one of twenty living visionaries.

Dr de Bono's instruction and thinking has been sought after by many of the leading corporations in the world, including; Microsoft, IBM, Du Pont, Prudential.  MDC Canada estimated that they had saved $20 million in their first year using de Bono's thinking methods.

In addition to his work in business, Dr de Bono works in education.  The tools of lateral thinking can be very powerful. It is the simplicity and immense practicality of the de Bono methods which makes them so usable around the world across cultures, abilities and ages. With these tools we can move beyond our judgment based on thinking to develop the skills of creativity and design. You can analyse the past but you have to design the future. Innovation demands the thinking methods pioneered by Dr De Bono

Edward de Bono firmly believes that thinking is a skill that can be learned by everyone. Intelligence in not enough. Information is not enough. Critical thinking is not enough.