MESSAGE FOR WEEK BEGINNING 12th April 2004

book or seminar

My last book 'WHY SO STUPID?' about how the human race has never really learned to think is selling steadily in spite of the unusual price of $250. This is a classic example of category pricing. We do not expect to pay that for a book but would happily pay that or more for a seminar. Yet you can go back to the book again and again and get more from it each time. I have a constant stream of letters and e-mails from people who tell me that an earlier book of mine triggered their thinking to set up successful businesses. With the right attitude and the right thinking that is possible.

Edward de Bono nmt
11th April 2004