de Bono is a psychologist and physician. De Bono writes prolifically
on subjects of lateral thinking, a concept he believes to have pioneered
and now holds training seminars in. Dr. de Bono is also a world-famous
consultant who has worked with companies like Coca-cola and Ericsson.
in Malta, De Bono studied at St Edward's College and subsequently
gained a medical degree from the Royal University of Malta. Studying
at Oxford as a Rhodes Scholar, he gained an honours degree in
psychology and physiology and a D.Phil in medicine. He went on
to complete a PhD at Cambridge, and to faculty appointments at
Oxford, London, Cambridge and Harvard. He is married and has two
sons, and has resided on the Channel Islands for over a decade.
1969 De Bono founded the Cognitive Research Trust (CoRT) which
continues to produce and promote material based on his ideas.
has written "65 books with translations into 37 languages".
He has spent the last 30 years teaching thinking, including working
with governments, corporations, organisations and individuals,
speaking publicly or privately on many matters. He has started
to set up SITO - the 'Supranational Independent Thinking Organisation'
based in Malta, which he describes as a "kind of intellectual
Bono has detailed a range of 'deliberate thinking methods' - applications
emphasizing thinking as a deliberate act rather than a reactive
one. His writing style is simple and clear, though often criticised
for being dry and repetitive. Avoiding academic terminology, he
has advanced applied psychology by making theories about creativity
and perception into usable tools. A distinctive feature of De
Bono's books is that he never acknowledges or credits the ideas
of other authors or researchers in the field of creativity.
Bono's work has become particularly popular in the sphere of business
- perhaps because of the perceived need to restructure corporations,
to allow more flexible working practices and to innovate in products
and services. The methods have migrated into corporate training
courses designed to help employees and executives 'think out of
the box'/' think outside the box'.