Bono

17 Apr

What now matters is the design and delivery of value. That needs design thinking. That needs creative thinking. Judgment thinking alone is not going to be enough. Most people, in business and elsewhere, have done very well on judgment thinking. Such people are rarely aware of the need for ‘design thinking’. They find it difficult to conceive that there is a whole other aspect of thinking that is different from judgment thinking. It is not that such people are complacent. It is simply that they do not know that there is another aspect to thinking.

—Edward de Bono

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