Book Summary –
Serious Creativity (1992/2015) is a practical guide that reframes creativity as a structured, learnable skill rather than a mystical talent. De Bono introduces lateral thinking techniques like provocative questioning ("PO"), random input, concept fans, and the renowned Six Thinking Hats—all tools designed to help individuals and teams generate more innovative ideas. The book is divided into three parts:
• The need for creative thinking – how our brain’s self-organizing patterns limit new ideas and why deliberate creativity is essential .
• Lateral-thinking tools and techniques – step-by-step methods, from provocations to harvesting useful ideas.
• Application – deploying these tools in personal, team, and organizational contexts, even under high-pressure situations .
De Bono argues that creativity isn’t reserved for the artistically gifted—it’s accessible to everyone who learns these systematic processes. Readers are shown how to "be creative on demand," add value to ideas, and transform them into tangible outcomes. The goal: make creativity both serious and practical .
About the Author –
Edward de Bono (1933–2021) was a Maltese physician, psychologist, and pioneering thinker best known for coining the term “lateral thinking.” A Rhodes Scholar at Oxford, he also earned a PhD at Cambridge and held academic positions at Oxford, Cambridge, London, and Harvard. His mission: teach thinking as a formal skill. He developed methods such as the Six Thinking Hats and PO provocations, publishing over 80 books translated into dozens of languages. Governments, corporations like IBM and Google, and Nobel laureates sought his expertise. De Bono believed creativity could be taught, refined, and applied across education, business, and social challenges—the central thesis of Serious Creativity.
Serious Creativity is a masterclass in practical innovation: if you're looking to unlock creative potential systematically—especially under pressure—De Bono provides both the mindset and the toolkit to do it.
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