bash pattern matching echo *[! '/' ] doesn't work

without using ls, just using echo so purely pattern matching

I can say echo */ <-- lists directories

but how would I match files? surely something like *!/ or *[!/] but neither work ?

it seems like there isn't much that I can put in [ ] but surely i should be able to put any ascii character. but how?

thanks

$ find -maxdepth 1 -type f -exec echo {} \;