{"product_id":"sur-petition-going-beyond-competition","title":"Sur\/petition: Going beyond competition by Edward De Bono","description":"\u003carticle class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [\u0026amp;:has([data-writing-block])\u0026gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-6920106d-89e0-8320-991d-11f73afa1d31-19\" data-testid=\"conversation-turn-76\" data-scroll-anchor=\"true\" data-turn=\"assistant\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] thread-sm:[--thread-content-margin:--spacing(6)] thread-lg:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)\"\u003e\n\u003cdiv class=\"[--thread-content-max-width:40rem] thread-lg:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"flex max-w-full flex-col grow\"\u003e\n\u003cdiv data-message-author-role=\"assistant\" data-message-id=\"86c3a7b1-0a0b-4f91-85f6-a379d4ff7545\" dir=\"auto\" class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+\u0026amp;]:mt-1\" data-message-model-slug=\"gpt-5-1\"\u003e\n\u003cdiv class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[1px]\"\u003e\n\u003cdiv class=\"markdown prose dark:prose-invert w-full break-words light markdown-new-styling\"\u003e\n\u003cp data-start=\"0\" data-end=\"972\"\u003e\u003cstrong data-start=\"0\" data-end=\"77\"\u003eBook Summary – \u003c\/strong\u003e\u003cbr data-start=\"77\" data-end=\"80\"\u003e\u003cem data-start=\"80\" data-end=\"94\"\u003eSur\/petition\u003c\/em\u003e 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.\u003c\/p\u003e\n\u003cp data-start=\"974\" data-end=\"1759\" data-is-last-node=\"\" data-is-only-node=\"\"\u003e\u003cstrong data-start=\"974\" data-end=\"1011\"\u003eAbout the Author – \u003c\/strong\u003e\u003cbr data-start=\"1011\" data-end=\"1014\"\u003e\u003cstrong\u003eEdward de Bono \u003c\/strong\u003e(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 \u003cem data-start=\"1325\" data-end=\"1344\"\u003eSix Thinking Hats\u003c\/em\u003e and \u003cem data-start=\"1349\" data-end=\"1367\"\u003eLateral Thinking\u003c\/em\u003e. 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.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"z-0 flex min-h-[46px] justify-start\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"mt-3 w-full empty:hidden\"\u003e\n\u003cdiv class=\"text-center\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/article\u003e\n\u003cdiv aria-hidden=\"true\" data-edge=\"true\" class=\"pointer-events-none h-px w-px\"\u003e\u003cbr\u003e\u003c\/div\u003e","brand":"Best of used books","offers":[{"title":"Used","offer_id":44273644404993,"sku":"2SH1XS5Q9-Used","price":199.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0421\/4299\/0495\/products\/41CZ6VJSA9L._SX307_BO1_204_203_200.jpg?v=1665738581","url":"https:\/\/bestofusedbooks.com\/products\/sur-petition-going-beyond-competition","provider":"Best Of Used Books","version":"1.0","type":"link"}