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Edward De Bono

Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas Paperback – May 1, 1993

by De Bono, Edward (Author)

11 customer reviews

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Product details

Paperback: 352 pages
Publisher: Harperbusiness (May 1, 1993)
Language: English
ISBN-10: 0887306357
ISBN-13: 978-0887306358
Product Dimensions: 5.2 x 0.8 x 8.5 inches
Shipping Weight: 9.6 ounces
Average Customer Review: 11 customer reviews
Amazon Best Sellers Rank: #1,209,177 in Books (See Top 100 in Books)
- #3851 in Creativity (Books)
- #1165 in Popular Psychology Creativity & Genius
- #1201 in Philosophy of Logic & Language

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Bonnie J. Miller

how many times can you repeat yourself?

May 28, 2014

Format: PaperbackVerified Purchase

Redundant, boring, and about as unimaginative as you can get. I liked the idea of learning how to develop lateral thinking, but half-way through the book I no longer cared. Serious appears to contradict the premise of creativity.

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Glenroy Phillip

A challenge

May 16, 2014

Format: PaperbackVerified Purchase

i think DE Bono got it right, this book seriously challenges you to think, not just outside of the box, but to think that there is no box. there is nothing to limit your thinking or to think critically. a must read at all levels.

One person found this helpful

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Juan Martín Reborati

Thanks Dr. De Bono

September 19, 2013

Format: PaperbackVerified Purchase

This is one of the most useful books on creativity I have ever read!
If you are serious about creativity, you won't be disappointed!
Don't be fooled to think that it's a matter of reading. You must work hard!
If you take it to heart, it's a before and after book.

One person found this helpful

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HollywoodActorsStudio

Four Stars

October 15, 2015

Format: PaperbackVerified Purchase

Very helpful book.

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Steven G. Trutanich

Very intuitive read

May 8, 2009

Format: PaperbackVerified Purchase

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

4 people found this helpful

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nowayjose

Least creative book on creativity I've ever read.

December 8, 2012

Format: PaperbackVerified Purchase

While I think De Bono had some great points, you could read the summary and the appendices at the end of the book, and have gotten most likely more information than reading the book, which was basically a 330 page advertisement for De Bono's consulting company. So, one star for tricking Harper Collins to publish the longest advertisement ever published, and one more star for successfully writing a book.

Honestly, everything in this book steams from common sense. None of his techniques stem too far outside of putting two things together that don't belong. His made up word Po is interesting and intriguing, and probably the most you'll gain from reading 'Serious Creativity'. All Po is is a link to place two words together that would otherwise be out of context, ie 'Planes Po Landing upside down'.

Is it worth reading the last 18 pages? Yes. Should you buy this book? No.

5 people found this helpful

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Kumar Sathyanarayana Raju

wonderful

August 5, 2010

Format: PaperbackVerified Purchase

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

One person found this helpful

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Dr. Peter Fritz Walter

Creativity with a Practical Agenda

May 4, 2014

Format: Paperback

In Serious Creativity, de Bono continues the line of thought previously exhibited in The Use of Lateral Thinking and The Mechanism of Mind. However, Serious Creativity is a more elaborated study of lateral thinking in its broadest and most practical dimensions.

The book consists of three major parts. In Part One, de Bono writes about the need for creative thinking and shows its theoretical and practical applications. The author leaves no doubt that his approach is not destined for artists and creators, but primarily for business people. Thus, not artistic creativity or inspirational creativity is the main field of application of de Bono’s approach to creativity, but creativity used for developing new and profitable ideas for marketing products and for succeeding in the business world. Accordingly, the style and the language of the book are ideally suited for entrepreneurs and executives, and it provides what the author calls take-away value. Interestingly, and unlike the two predecessors, lateral thinking is now only one element among others within the ten sub-chapters that throw different lights on the important question for every innovative company: how can we find and develop new and successful ideas?

Part Two is a detailed and highly elaborated analysis of the use of lateral thinking in the brainstorming process. The quality and exclusiveness of the material presented here is such that it by far outreaches the competence of a creativity manager or innovation department; but on the other hand, corporate leaders or executive committees will seldom have the time and tranquil setting needed to digest the fantastic ideas and creative tools presented in this book, and to make the utmost profit out of it. It is therefore important to emphasize what de Bono repeatedly suggests in his books, that is, to create special Concept R&D Departments that are to be created in the future for the purpose of providing new organizational concepts for the growth and expansion of any.

The material presented here is so vast that it by far surpasses the space to discuss it in a book review, so much the more as de Bono has included his famous Six Thinking Hats brainstorming technique among sixteen other creative thinking techniques that are worth to be studied and tried out in practice.

The third part of the study is concerned with the practical application of creative thinking. This chapter is indispensable for anyone who wants to setup training seminars or workshops on serious creativity. It is written in an exemplarily clear and practical style. Every suggestion the author made here is useful in the day-to-day running of seminars or company workshops on creativity. Not to forget the Appendixes which are true jewels for the training practitioner:
—Appendix One: Lateral Thinking Techniques;
—Appendix Two: Use of Lateral Thinking Techniques;
—Appendix Three: Harvesting Checklist;
—Appendix Four: Treatment of Ideas Checklist.

To summarize, this book has more practical and direct-to-use value than its two predecessors which however have laid the theoretical foundation so that this book could come to existence. De Bono’s brilliant diction and his smart in presenting highly complex content makes this book, among all others by the same author, a true enrichment of any business library.

4 people found this helpful

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