The other Bono

You used to see this chap's books a lot in the 1970s  - Edward de Bono

Pioneer of what would be later called "thinking outside the box" but what he dubbed "lateral thinking".

This was the big one:

But he milked the idea over the course of God knows how many books - below is just a small sampling. 

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He even branched out into illustrated children's books (at least that's what I think this is)

Actually, it's not quite a children's book as in a book written for children - it's a book created by children: 

"Children aged four to fourteen were asked to design.a dog exercising machine. This unique book is the result: a collection of extraordinary and wonderful designs incorporating every inconceivable device--from a special vibrating loop to exercise the tail to a twenty-foot electric bone." 

Damn, now I wish I'd picked up the copy of the above edition I saw in the Berkhamsted branch of Oxfam. 

This incarnation also attractive.

In fact de Bono wrote 85 books, translated into over forty languages - and he carried on doggedly churning them out into the 1980s and beyond, almost right up to his death in 2021. Not all of them about lateral thinking, but the majority in the vicinity of that idea. 

I vaguely associate de Bono with a genre of popular non-fiction that I'm rather wistfully fond of - the social malaise identifying paperback blockbuster  (The Organisation Man, The Hidden Persuaders, Future Shock et al). The middlebrow discussion point and bone of contention, thousands of copies which lurk yellowing and forgotten in middle class basements across the world, or go cheap in charity shops. Sometimes I think of taking in these orphaned best-sellers of yesteryears with their obsolete overviews and diagnostic prescriptions for reform. (There's an upper middlebrow left-leaning / progressive intelligentsia equivalent - Neither Jesus Nor Marx, the Marcuse books, Erich Fromm, The Female Eunuch, etc etc).

But probably this is a miscategorisation, as the lateral thinking books - while designed to work against sclerotic habits of mind and inertial procedures within institutions - should really be filed alongside self-help literature, motivational books, positive thinking etc. Or business world texts that facilitate problem solving, conflict management, negotiation, etc. 

 For all the technocratic sheen of the presentation (mind-as-mechanism, potentially superlubed and turbocharged) it's not far off those ads you used to see in the newspapers talking about how to boost your memory or techniques for speed-reading. The pitch is "here's One Thing, easily learned, that's going to totally transform your life, increase your productivity, make ambitions achievable".

The emphasis on non-linear thinking, and the polemic against rigidities of all kinds conceivably makes Bono-ism a bit like a managerialist, non-utopian counterpart to the flux and mutability anarcho-politics of Gilles Deleuze and Felix Guattari. Sidestepping the step-by-step deductive thinking of what de Bono called "vertical logic" - that sounds akin to the D&G opposition of the rhizomatic versus the arborescent. 

Fun fact - de Bono was a famous Maltese-r