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Edward de Bono
United Kingdom
Speaker Fee Range SPEAKING FEE RANGE ** Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.
$30,000 to $50,000
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Edward de Bono
United Kingdom
$30,000 to $50,000
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  • One of the leading experts in the study of creativity, Dr. Edward de Bono has developed tools that capitalize on the brain’s natural pattern-forming habits to solve problems in a new way.
  • Using a non-traditional presentation approach, Dr. de Bono give audiences a fascinating glimpse into how the human mind uses information, solves problems, and forms perceptions.
  • Dr. de Bono’s audiences participate in exercises that help them better understand how the brain takes in information, solves problems and thinks creatively, empowering them to use the tools to create value and develop new alternatives to problems.

Dr. Edward de Bono is one of the foremost experts in the fields of creative and conceptual thinking. When he coined the phrase “lateral thinking” in 1967, he had no idea how important this method of solving problems through an indirect and creative approach would become. And his tool approach to thinking (the way we think about thinking) helps people get beyond their natural limitations.

Dr. de Bono was born in Malta and attended St. Edward's College and the University of Malta, where he studied medicine. He was a Rhodes Scholar at Oxford, where he received an honors degree in psychology and physiology and then a DPhil in medicine. He also holds a Ph.D. from Cambridge and an M.D. from the University of Malta. He has held appointments at the universities of Oxford, London, Cambridge and Harvard.

Dr. de Bono’s thinking tools and creative techniques have been taught and used throughout the world by schools, universities and corporations. He was the first person to propose that the human brain is a self-organizing system in his groundbreaking book, The Mechanism of Mind, published in 1969. Dr. de Bono has worked with many major corporations such as IBM, DuPont, Prudential, AT&T, British Airways, British Coal and Ericsson. Following his talk to the Siemens senior management team, the largest corporation in Europe teaches his work across the corporation. Dr. de Bono also delivered the keynote address to Microsoft’s 500 top managers during their first marketing meeting.

His pioneering work has been incorporated into education programs across the world. For example, the University of Buenos Aires uses Dr. de Bono’s books as required reading. In Venezuela, all school children spend an hour per week on his programs. In Singapore, more than 100 secondary schools use his work. At the International Thinking Meeting in Boston in 1992, he was given an award as a key pioneer in the direct teaching of thinking in schools.

He has written numerous books with translations into 34 languages and has been invited to lecture in 52 countries around the world.


"I believe Dr. de Bono′s work in teaching people to think may be the most important thing happening in the world today."
George Gallup

"If you haven′t heard of Edward de Bono or of Lateral Thinking, perhaps you have been too busy thinking in conventional ways."
Forbes Magazine

"You can do no better than to attend a de Bono seminar."
Tom Peters

"By using Edward de Bono′s brilliant concept of ′Lateral Thinking′ we were able to revolutionize the insurance industry through ′living needs′ policies that allow people to benefit from their life insurance while they are alive."
Ron D. Barbaro,
the Prudential Insurance Company of America

"At DuPont, we have experienced the power of deliberate, systematic application of the de bono tools to practical problems with remarkable results. for example, Lateral Thinking led to a major breakthrough in process continuity at a fiber plant with a radical altering of basic equipment design, reducing the number of moving parts by 80%."
David Tanner,
Founding Director,
Du Pont Center for Creativity & Innovation

"The head of research at 3m, an innovative corporation, said that a 90 minute talk by Edward de Bono, ten years before, has had more effect on the thinking of their entire research staff than anything they had done before."
Business Press

"Our key professionals have embraced de bono′s creative thinking techniques. they are having a profound impact on the quality of our thinking at IBM."
Jack Smulowitz,

"...I have become a convert. in ′Lateral Thinking′ our normally haphazard way of thinking is replaced by a deliberate method that, in a prescribed and systematic way, solves the problems."
Ivar Giaver,
Nobel Prize for Physics,
Renssalear Institute

"Sad to think how much harm has been caused by the brutal arrogance of rock logic."
Professor Dudley Herschbach,
Nobel Prize for Chemistry 1986
(in a comparison of the rock logic of the present to the water logic of perception proposed by Dr. Edward de Bono in his book, I Am Right You Are Wrong: From Rock Logic to Water Logic

"Lateral thinking helps us to leap from a well traveled neural rut to a more productive side-track whose benefit is seen only in hindsight. his (de bono′s) thinking tools are designed to lead us from the vicarious ′why didn′t I think of that before?′ to the triumphant ′eureka.′" I saw the system work in action at an impasse during a seminar of nobel laureates. when a random word was injected into the discussion (a de bono thinking tool), the problem was quickly solved."
Sheldon Lee Glashow,
Nobel Prize for Physics,

"Six Hats systematically provides an opportunity for creativity in an environment that′s free of the criticism and confrontation we used to see. this means that everyone can collaborate and build on even the craziest of ideas to come up with creative solutions. it′s true, we had great results using Six Hats with qstar (an increase in the efficiency of the development process by 40%), but the long-term impact is even greater. we can repeat our success over and over because of these changed behaviors."
Suzanne Wolfe,
Human Resource Director,
MDS Sciex

"...our culture is suspicious of any kind of thinking that works in ways other than through logic; and, to a very large extent, logical thinking is the only kind of thinking that is encouraged in our educational system. dr. de bono does well to expose so clearly the faults in a system that places exclusive reliance on one aspect of the mind alone. one hopes that this book (I Am Right You Are Wrong) will be studied and appreciated by those to whom it will be of the most value."
Dr. Brian David Josephson,
Nobel Prize in Physics,

Some of Edward de Bono′s corporate clients include:

Saatchi & Saatchi


Whether there is a decision to make, a conflict to resolve, or a group discussion to manage, teams and organizations will experience greater efficiency and collaboration by employing the methods proposed by Dr. Edward de Bono. Participants leave these one- or two-day courses with tools they can immediately use at home, at work, or in their community.

Suggested Speaking Topics:

  • Creating an Innovative Edge for your Organization
  • Growing a Creative Organization
  • Lateral Thinking Workshop
  • Six Thinking Hats Workshop
  • The Lateral Approach
  • The Thinking Business
  • Thinking Outside the Box

    Lateral Thinking
    A way of thinking that seeks a solution to an intractable problem through unorthodox methods or elements that would normally be ignored by logical thinking. Edward de Bono divides thinking into two methods. He calls one 'vertical thinking' that is, using the processes of logic, the traditional-historical method. He calls the other 'lateral thinking', which involves disrupting an apparent sequence and arriving at the solution from another angle. When you are faced with fast-changing trends, fierce competition, and the need to work miracles despite tight budgets, you need Lateral Thinking.

    Developing breakthrough ideas does not have to be the result of luck or a shotgun effort. Edward de Bono's proven methods provide a deliberate, systematic process that will result in innovative thinking. Creative thinking is not a talent, it is a skill that can be learnt. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and where appropriate - profit.

    Today, better quality and better service are essential, but they are not enough. Creativity and innovation are the only engines that will drive lasting, global success.

    Six Hats Thinking
    People are seeking quality everywhere except in the most important area - the quality of thinking. We need better thinking methods in order to make full use of our available intelligence and experience.

    As organisations reduce the number of people employed, they need to get the maximum benefit from those remaining, including the maximum output from their thinking.

    Current thinking is dominated by adversarial thinking. The mode of discussion revolves around argument, the purpose being to defeat your opponent and by doing so discover the truth. Adversarial thinking serves a purpose. However, it is not the only way of thinking and in some circumstances it has limitations. Six Thinking Hats offers a practical alternative. It encourages co-operation, exploration and innovation.

    It is often assumed that intelligence goes hand in hand with thinking. In fact, very intelligent people are in danger of becoming poor thinkers. This is because they fall into the intelligence trap. That is, they use their intelligence to entrench themselves in support of one point of view. Even though you have a fantastic sports car you may be a poor driver. Similarly those with excellent minds may use them inadequately. Thinking and driving are skills that can be taught and improved upon.

    The Six Thinking Hats Workshop is a powerful one day 'hands-on' workshop structured to help business executives break out of their 'thinking ruts' using techniques found in Dr Edward de Bono's landmark book, "Six Thinking Hats."


    Six Thinking Hats

    Six Thinking Hats can help you think better-with its practical and uniquely positive approach to making decisions and exploring new ideas. It is an approach that thousands of business managers, educators, and government leaders around the world have already adopted with great success.

    "The main difficulty of thinking is confusion," writes Edward de Bono, long recognized as the foremost international authority on conceptual thinking and on the teaching of thinking as a skill. "We try to do too much at once. Emotions, information, logic, hope, and creativity all crowd in on us. It is like juggling with too many balls." The solution? De Bono unscrambles the thinking process with his "six thinking hats":

      • WHITE HAT: neutral and objective, concerned with facts and figures
      • RED HAT: the emotional view
      • BLACK HAT: careful and cautious, the "devil's advocate" hat
      • YELLOW HAT: sunny and positive
      • GREEN HAT: associated with fertile growth, creativity, and new ideas
      • BLUE HAT: cool, the color of the sky, above everything else-the organizing hat

    Through case studies and real-life examples, Dr. de Bono reveals the often surprising ways in which deliberate role playing can make you a better thinker. He offers a powerfully simple tool that you-and your business, whether it's a start-up or a major corporation-can use to create a climate of clearer thinking, improved communication, and greater creativity. His book is an instructive and inspiring text for anyone who makes decisions, in business or in life.

    Think!: Before It's Too Late
    The world is full of problems and conflicts. So why can we not solve them?

    According to Edward de Bono, current thinking cannot solve world problems because current thinking is itself the problem. And this is getting worse: we are so accustomed to readily available information online that we search immediately for the answers rather than thinking about them. Our minds function like trying to drive a car using only one wheel. There's nothing wrong with that one wheel—conventional thinking—but we could all get a lot further if we used all four.

    De Bono examines why we think the way we do from a historical perspective and uses some of his famous thinking techniques combined with new ideas to show us how to change the way we think. If we strengthen our ability and raise our thinking level, other areas of our life—both personal and business success—will improve. De Bono is the master of the original big "concept" book and his enticement to us to use our minds as constructively as possible should appeal to a whole new generation of fans.

    Creativity Workout: 62 Exercises to Unlock Your Most Creative Ideas
    Creativity was once thought to be a talent bestowed upon a lucky few. Today it is understood as a skill that we can all learn, develop and apply. And in today's economy-with information available to everyone and support services outsourced overseas-creativity is the most valuable asset you can possess and the best way to get ahead.

    Learn to unlock these abilities with Creativity Workout. In 62 exercises designed by Edward de Bono, the world's leading creativity expert, you'll discover how to tap into your most original thinking. Each exercise is fun and simple and will get you in the creative state of mind necessary to think yourself to success.

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