Book Summary –
Sur/petition presents Edward de Bono’s groundbreaking idea that organizations must move beyond traditional competition (“competition”) and instead create entirely new spaces of value through “sur/petition.” Rather than fighting rivals within the same rules, de Bono argues that true success comes from designing alternative paths that render competition irrelevant. He explains how companies can break free from conventional thinking, challenge assumptions, and create unique market advantages by using creative frameworks and lateral thinking techniques. The book lays out practical tools for generating innovative ideas, restructuring value, and shifting from comparison-based strategies to creation-based ones. De Bono illustrates that sur/petition is not about being better but about being different in ways that matter—ultimately reshaping industries and unlocking new forms of growth.
About the Author –
Edward de Bono (1933–2021) was a globally influential thinker, psychologist, physician, and the pioneer of “lateral thinking,” a concept that transformed how individuals and organizations approach creativity and problem-solving. Over his prolific career, he authored more than 60 books, including classics like Six Thinking Hats and Lateral Thinking. His work has been applied in education systems, corporations, and governments worldwide, helping people think more clearly, creatively, and effectively. De Bono’s contributions to cognitive science and innovation earned him recognition as one of the most important thinkers of his generation, with ideas that continue to shape modern approaches to creativity, decision-making, and strategy.
