And yet anyone perusing the broadsheets this week will have spotted full-page ads for his latest book. Why So Stupid? How The Human Race Has Never Really Learned to Think is published in the UK this week, and the self-professed PR fan has splurged close to £200,000 on full-page display ads.
Chrome Consulting MD Rob Metcalfe, whose company has been drafted in to promote the book, insists de Bono still has faith in media relations.
And he shouldn't worry about the cost of those ads - the book costs £150, so he won't have to shift too many copies to recoup his investment.