Water is essential for soup but soup is more than water. Competence is essential for business but business is more than competence. What is added to water gives the 'value' of the soup. What is added to competence gives the value delivered by business. Competence is becoming a commodity, Information is becoming a commodity. State of the art technology is becoming a commodity. So what is going to differentiate businesses How are these commodities to be designed to deliver value That means design. That means creativity. That means new ideas. Ideas are going to become more important in business than they have ever been.
More Quotes from Edward de Bono:
A memory is what is left when something happens and does not completely unhappen.Edward de Bono
Argument is meant to reveal the truth, not to create it.
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Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.
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If you never change your mind, why have one?
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Removing the faults in a stage-coach may produce a perfect stage-coach, but it is unlikely to produce the first motor car.
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I must say, I don't feel very qualified to be a pop star. I feel very awkward at times in the role.
Edward de Bono
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