"Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see"
About this Quote
The subtext is about perceptual inertia. “The mind can only see what it is prepared to see” reads like a warning label for every dashboard-driven organization: you don’t discover reality, you select it. Your models, KPIs, and categories act like blinders as much as they act like lenses. De Bono is calling out the quiet circularity of analysis: you hunt for patterns you’ve already decided count as patterns, then congratulate yourself for finding them.
Context matters: de Bono made his reputation arguing for “lateral thinking,” a deliberate counter-program to linear problem-solving. In the late 20th century, as corporations professionalized decision-making and business schools codified managerial rationality, he saw creativity being outsourced to metrics and method. His line anticipates today’s culture of A/B tests and machine learning: astonishing at prediction, weak at meaning. The sentence is designed to sting because it implies the real bottleneck isn’t information scarcity; it’s intellectual readiness, the willingness to entertain an unasked question before you can measure it.
Quote Details
| Topic | Wisdom |
|---|---|
| Source | Help us find the source |
| Cite |
Citation Formats
APA Style (7th ed.)
Bono, Edward de. (2026, January 15). Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see. FixQuotes. https://fixquotes.com/quotes/most-executives-many-scientists-and-almost-all-150515/
Chicago Style
Bono, Edward de. "Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see." FixQuotes. January 15, 2026. https://fixquotes.com/quotes/most-executives-many-scientists-and-almost-all-150515/.
MLA Style (9th ed.)
"Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see." FixQuotes, 15 Jan. 2026, https://fixquotes.com/quotes/most-executives-many-scientists-and-almost-all-150515/. Accessed 12 Feb. 2026.


