Dr. Edward De Bono


“An Idea that is developed and put into action is more
important than an idea that exists only as an idea”

Dr. Edward de Bono is the world’s leading authority on conceptual thinking as the driver of organizational innovation, strategic leadership, individual creativity, and problem solving. Since 1970 his exclusive tools and methods have brought astonishing results to organizations large and small worldwide and to individuals from a wide range of cultures, educational backgrounds, occupations, and age groups.

Dr. Edward de Bono has created thinking techniques that are simple, practical, and powerful. His Six Thinking Hats®, Lateral Thinking™, and Direct Attention Thinking Tools (POP™) training courses are now being implemented in organizations of all sizes because of their simplicity and their power to change thinking behaviour, increase productivity, foster team-building, and evoke profitable innovation. Born in Malta, Edward de Bono is a Rhodes Scholar at Oxford, is an M.D. and Ph.D.  and has held appointments at Oxford, Cambridge, The University of London, and Harvard University. He has written 85 books, and his work has been translated into more than 43 languages.

de Bono Thinking Systems™ represents Dr. de Bono exclusively by managing a worldwide network of distributors who make his extraordinary course and training materials available to 57 countries around the world. IDEAS is the only authorised distributor of DBTS in India.

“Sometimes the situation is only a problem because it is looked at in a certain way.
Looked at in another way, the right course of action may be so obvious that the problem no longer exists.”