Product Description

Language has been the biggest help to human progress. But,, ironically, language has also become the barrier to its own development. we are locked in to words and concepts that are limited and out of date. These force us to see the world in a very old-fashioned way. Like any self-organising system, language has become bogged down in its own equilibrium. The marvellous flexibility of language for description does not enable us to hold complex concepts in our minds. Such concepts exist only while we describe them. The purpose of the two code systems put forward in this book is to allow us to design, hold and use complicated new ideas. since new words would sound bizarre and grotesque, the new concepts are expressed in a number code. This is no different from remembering and using telephone numbers: some you know and others you look up. There are a wide range of codes in this book which help overcome the language barriers in anything from relationships to travel. An important and powerful "pre-code" is also given. The codes presented here are just the beginning of the limitless range of the De Bono Code.

Product Details

• Amazon Sales Rank: #1080541 in Books
• Published on: 2000-08-31
• Original language: English
• Binding: Hardcover
• 384 pages

Customer Reviews

A new way of thinking? A linguist's view.
Eminent academic Edward de Bono's credentials are impressive, let there be no doubt about that. I admire Dr de Bono's self-coined Lateral Thinking - a system designed to change concepts and perceptions. His Six Thinking Hats method of Parallel (co-operative rather than adversarial) Thinking, obviously works for many, including several large corporations. His stated aim of having thinking taught as a subject is also laudable.

The premise of his latest work is very attractive. The claims in the introduction certainly had me hooked. The Codes strip out misinterpretation. We will all say what we mean and mean what we say. There's even a Youth Code (8) for discussions with teenagers, so this book isn't only for management-types. Better still, the de Bono Codes can be applied to both the spoken and written forms of any language, in any communicative situation.

The book is subtitled "Beyond the Limits of Language". The idea is that language alone does not enable us to discuss our perception of new concepts, merely to describe what has already taken place. Human communication, it is claimed, is further hindered by misinterpretation, lack of understanding and the emotional input of speakers and hearers. Edward de Bono claims that his Codes remove these barriers, enabling us to transcend these limits.

This is how it works: Every communicative situation is numbered. Speakers indicate that the Codes are in use by saying "de Bono Code", followed by the appropriate Code number. The abbreviation "dBC" may be used. The same principles apply in writing.

One immediately obvious advantage is that numbers are almost universally recognisable. All that is necessary is for everyone to learn the Codes. You don't have to memorise everything, just a few basics. Then you look things up as required.

The numbers 1 to 0 have been renamed for international comprehension. There are only 10 new sounds to learn. The Codes are divided into A and B. In the book, B precedes A "for logical reasons". The book contains 18 B Codes, each with subheadings. Code B use is indicated by putting 0 (ZOZ) in front of the Code number, then a forward-slash (/)and the subheading number. Code A is introduced by 00 (ZOZ, ZOZ), then Code number/subheading number. Then you speak.

In Code B, every number is pronounced as a full number - 12 as "twelve" - in Code A, each digit is pronounced - 12 is "one two". Oops. Spot the error? There is no universal "twelve" among the new numbers. A quick glance at the back of the book tells me that there is no need for big numbers since "each number is individually pronounced". This is in direct conflict with the instructions for Code B.

Code A numbers carry meaning; B numbers do not. The Code and subheading numbers are listed chronologically along with ...er...their meanings. There are special hand signals for extra clarification. If the Codes are unambiguous, why are these necessary?

As a liberally-inclined, descriptive linguist, I was eager to believe in what promised to be a well-researched attempt to ease communication by reducing misunderstanding and therefore eliminating any need for tedious checking and repetition. But I grew impatient with this book at an early stage.

Language is code anyway. The means to introduce topics, present information and deal obliquely with sensitive issues already exist. Despite claims to the contrary, and there are many, The de Bono Codes presents an irritating, inconsistent extra layer of complexity.

As for removing subjectivity, human communication depends upon meaning and point of view. Take the Mood Code (10); levels of tolerance vary among individuals. How can people be sure they share the same mood (3) even if they think they are describing it in the same way? However desirable it may be to believe that sexual harassment will cease if victims shout "de Bono Code 11/5", objectionable behaviour and/or attitudes are unlikely to be changed by numbering sentences.

There are so many contradictions in this book, I began to suspect it was written as a joke or to test reviewers. Dr de Bono is openly hostile to reviewers, particularly British ones because (he says) we are "mediocre intellects" producing "feeble rubbish". He insists, often, that any lack of understanding, or rejection, of his Codes denotes stupidity and failure on the part of "word merchants" resisting change. As reader, reviewer and linguist (my own Three Thinking Heads), I found that gratuitously offensive and disrespectful in what professes to be a serious textbook.

In my search for quality information, I discovered that this book actually contains only some of the Codes. If language limits us, surely restricting access to the Codes does too? Perhaps it's a teaser for a lecture tour which will further our enlightenment. Or for Volume 2?

In an attempt to offset the damnation the introduction promises me for my lack of positive response, I should mention that I persevered with this book till my head reeled but kept thinking of Esperanto and what Eddie Izzard would make of it all.

In terms of the de Bono Codes, this review is a 7/4.

His popularity and success has gone to his head
I don't understand why the editors of Penguin Books allowed de Bono's tabloid tirades to see print. It's extremely unprofessional. It was certainly unexpected.

Does de Bono give us a worthwhile idea in this work of his? Maybe. But whether or not he has a radical new concept which will take the 21st century by storm and become some de facto communication standard sometime in the next decade, he has the responsibility of bottling up his outrage at critics and answer them in private rather than publish his obscenities in this book of his.

I enjoyed de Bono's lateral thinking book many years ago, and must say have tried to apply that concept. But this vignette of vulgarity has certainly forced me to reassess him. He may be an intellectual genius, but sadly, he has exposed his vile Hyde for all to see and wince at.

To the publishers: Would it be possible to exercise your editorial skills and level headedness and flush de Bono's rants down the toilet before the next printing?

De Bono proposes a new international numerical language
I think this is one of the most interesting ideas developed by De Bono. He proposes a new efficient numerical code language that can be learned by all nationalities, that would bridge the language barrier. But it is also a super-efficient form of language, where a few numerals take the place of several words. It may have been inspired by the CB-radio 10-codes, where, for example, "10-4" means "Ok - message received". However the De Bono codes use a different and more expansive numbering system than the CB radio 10-codes.

The book describes two entirely different codes, which is perhaps unfortunate, because it adds confusion to an idea which sets out to simplify rather than complicate. Anyway, the concept is an interesting one. So much so that something similar may be adopted universally one day and possibly render conventional language archaic. Whether it will be a De Bono code that is adopted is difficult to predict. The fact that De Bono has copyrighted his code and requires users to purchase a license to use it may reduce this likelihood.

I hope he sends me a free license for writing this review!