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EDWARD DE BONO'S MESSAGE Thank you for the bontos some of which have been published and more are published today. You can continue to send them in and periodically they will be published. Remember to keep to the very strict discipline of the poetic format. Creativity within a tight format is much more of a challenge. This month we come back to more serious creativity. The challenge is to suggest, lay out or design new professions that are going to be needed in the future. I put forward one suggestion below. An architect is a "living space" designer. In the future we shall need a totally new profession called a "work/value designer". At the moment we leave it to entrepreneurs to design work and so provide employment. Big companies are downsizing. Government budgets do not permit expanded work forces. Domestic service is no longer an option. So job creation comes from the work design of entrepreneurs. An entrepreneur has to have motivation, courage, risk taking, energy, people management, financial management etc. There are some people who would be able to design businesses but have not the ability or dedication to run them. Such a "work design" profession would show that value could be created if A was put together with B with C as an option. Just as an architect designs a house so the work or value designer would create value which people would be willing to pay for. Other people would then pick up and run with the design. A good work designer might design 50 businesses a year. On another occasion I shall return to this concept of a new profession of work designer. For the moment I an inviting Creative Team Members and others to put forward suggestions for new professions. These nee to be submitted by 4th May 1997. These designs can then be further worked on within the conference system. I then intend to set aside a special room where the designs for new businesses will be put forward for anyone to use when they have registered.
Edward de Bono
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