"Thinking" Guru Edward de Bono joins DCU
7 June 2005

Edward de Bono, called "the father of thinking about thinking", has been appointed an Adjunct Professor by Dublin City University.

Professor de Bono will be an important "creative asset" for the DCU Ryan Academy of Entrepreneurship opening later this year at CityWest. His instruction in thinking has been sought by many business organisations over the years, including: IBM, Prudential, Shell, Exxon, NTT, Nokia, Bank of America, Union Bank of Switzerland and GM.

He is on the Accenture list of the fifty most influential business thinkers in the world. Unusual clients include the Australian national cricket team.

His renowned methods of lateral and parallel thinking developed revolutionary ways of generating of new ideas and concepts, and provided for constructive exploration of subjects rather than destructive and wasteful adversarial argument. He also developed new methods of expanding and changing perception.

Professor de Bono has written 80 books with translations into 42 languages. His methods are taught in thousands of schools around the world and are mandatory on the curriculum in many countries. He is represented in Ireland through the De Bono Foundation.

Professor de Bono said: "I am delighted to be associated with Ireland's leading innovative, inventive and creative University. DCU is a model of the visionary University of the 21st century, pushing out the boundaries in research, and linking directly to the commercial world.

"Intellectual centres of excellence that meet the challenge of change, and embrace change and innovation, will dominate in coming years. DCU is ahead of others in its organisation and thinking. It has already moved from the `what is' to the 'what can be' for a University."

"Ireland has already shown its creativity and adaptability, and I welcome this appointment to DCU where I hope I can contribute to the University's role as a leader for innovation and research. "

Professor Ferdinand von Prondzynski, DCU's President said: "Creativity - as the source of new ideas and initiatives - will play an important role as a wellspring of future regeneration of our economy and society. Professor de Bono will considerably enhance the University's leadership in this critical area. Through a focus on creativity, DCU's students will be well-equipped to meet the challenges of change."

DCU's Theme Leader for Business and Innovation Dr Ciarán Ó hÓgartaigh added: "Professor de Bono will play an important role developing the international profile of the DCU Ryan Academy for Entrepreneurship. His teaching and interaction with participants will be part of a dynamic new model of business education beginning this Autumn."