EDWARD DE BONO'S MESSAGE
6th July 1997

"..excellent wineries in the Barossa valley.."

I am now in Adelaide. Yesterday I visited some of the excellent wineries in the Barossa valley (famous especially for its Shiraz wines). It is very impressive how much care and skill go into the production of a fine wine: both in the vineyard itself and also in the winery. If as much care, thought and continual development went into other areas (including education), the world would be a better place.

The task for this month is to lay out a curriculum for the new profession that I suggested some time ago. This is the profession of "Work Designer". This profession is focussed on 'valufacture'. Just as an architect is a space designer so the work designer puts together things that need to be done and that society is ready to pay for (in one way or another).

Governments can no longer increase their staff. Bigger companies are downsizing. That means that job creation is left to small entrepreneurs. Such people have magnificent qualities but not necessarily the best ideas. The profession of work design would design work / enterprises / businesses etc.

This task and project is open to members of the Edward de Bono Creative Team.

In some countries although the overall unemployment rate is not exceptionally high, the rate amongst youth may be as high as 40 percent in certain areas.

So contribute your suggestions towards the design of this new profession.

(For information on the 'Edward de Bono Creative Team' see the 'Creative Team' Chapter on this website)

Edward de Bono
5th July 1997
Adelaide, Australia