Customer Reviews

Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas

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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.

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.

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

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.

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.

De Bono is new to my list of reading but already high on it. He makes clear what normally would be abstract, and paints a nice picture while doing it. very metaphorical and perfect in that way. I didn't notice the arrogance others did. great book

Wonderful book...good tips and information to be creative. I would now buy any book by Edward de Bono.

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.

This is a must read! Also get the Serious Creativity CD -- the two complement each other. I've taught creativity using both the book and CD. Also pick up a copy of Six Thinking Hats (by Edward de Bono).

Advanced Practical Thinking Training acquired the rights to this book and reprinted it as a PB. Amazon can get it for you, we are a source of other de Bono books for Amazon.