PDF Download A Technique for Producing Ideas: The simple, five-step formula anyone can use to be more creative in business and in life!, by James Webb Young
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A Technique for Producing Ideas: The simple, five-step formula anyone can use to be more creative in business and in life!, by James Webb Young
PDF Download A Technique for Producing Ideas: The simple, five-step formula anyone can use to be more creative in business and in life!, by James Webb Young
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Product details
Paperback: 38 pages
Publisher: Waking Lion Press; 31540th edition (July 22, 2009)
Language: English
ISBN-10: 1434102750
ISBN-13: 978-1434102751
Product Dimensions:
5.5 x 0.1 x 8.5 inches
Shipping Weight: 3.5 ounces (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
172 customer reviews
Amazon Best Sellers Rank:
#298,770 in Books (See Top 100 in Books)
I will use what I learned, but at 25 pages, this book is 24 pages too long. Here's the meat:1. Gather all the facts2. Mix and match the facts to find new combinations that inspire an idea; keep at it until you can't any more.3. Ignore it and go do something else.4. Out of nowhere an idea will come.5. Refine your idea with the help of others.Now you don't have to read it.
This booklet (28 pages) was originally published in 1940 and some new material was added twenty years later. The Foreword to the edition I have (published by Waking Lion Press in 2009) was provided by William Bernbach (1911-1982), one-time chairman and CEO of what was Doyle Dane Bernbach, then renowned for many of the greatest ads in the 20th century. The booklet's author, James Webb Young (1886-1973), added a "Prefatory Note" in 1960. His first publication, How To Become An Advertising Man (1963), focuses on core concepts that every ad practitioner and copywriter should know:o Knowledge of Propositionso Knowledge of Marketso Knowledge of Messageso Knowledge of Message Carrierso Knowledge of Trade Channelso Knowledge of How Advertising Workso Knowledge of The Specific SituationToday, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability. But the scientist knows that the South Sea atoll is the work of countless, unseen coral builders, working below the surface of the sea." Keep in mind that Webb developed or encountered this insight decades ago.The details of the five-step "formula are best revealed in context, within the narrative. I will suggest now, however, that (a) this booklet is by no means relevant only to advertising or even to business in general, and (b) it can help almost anyone to develop more and better ideas when seeking a solution to a problem or an answer to a question. Because Webb thinks and writes so clearly, the booklet offers the additional benefit of helping its reader to reduce (if not eliminate) all the "clutter" in the mind that accumulates relentlessly over time.
This "book" (pamphlet, really) is filled with many off-putting errors and formatting deficiencies. The use of a proofreader would have been highly recommended.At the end of its Amazon Product Page, it is stated, "Note: This is an illustrated edition of the book for an engaging read."There are a total of 7 (seven) small graphics (illustrations?), none of which are "engaging" nor have they added anything of value to the pamphlet's content.
I read about this in a wonderful curated blog called "Brain Pickings." I suggest anyone who enjoys life, literature and just plain thinking, will enjoy it. Years ago, too, I attended a great class through UCLA Extension on the Creative Process. Taught by a psychologist, he outlined over the course of weeks, what this book distills in a few pages. Not that I didn't like that class (I did, a lot), but reading a short book beats weeks in a classroom every time.The most important part of this process, as far as I can tell, is what I'd call the incubation period - where you take your focus off your problem or issue and just allow the creative process to work. That's really hard for many of us because we don't trust that this process CAN work or WILL work for us on our problem or issue. That strikes me as normal and human and yet, because I have a hard time with this too, rather sad in a way. One way I try to overcome this is to keep some sort of meditation habit in force which just helps me calm the part of my mind that doesn't believe in either the benevolence or at the very least, neutrality, of the universe. Which it seems to me, the creative process, is a big part of.This book closes with a truth - people reading this will be enthused at first and then not use the process. Oh, maybe once or twice, but over time they'll forget it. I agree with this, but I'm determined to be more active in inviting in the muse to help me creatively. I strongly suggest that you read this, practice, and have fun with it!
This has got to be one of the top five books I've read over the past ten years (that we'll over 10,000 books). I figured out how I should have written my masters thesis (but did not) causing major stress on my life and the others around me. How ever I did use a version of this process when I did my.under grad work.... dare I say, I did everything in pen and or pencil then used an IBM ball type typewriter to pull all my. Lets together this king through the whole process again. What can I say to put it the best perspective...One day soon I hope to be in a PhD program in "Innovation". This book will be at my side - heavily outlined and commented as it is now...
If you are looking for the holy grail of ideas this may not be what you thought you'd learn. But, as with other classics like how to read a book, james young has detailed clearly and concisely the principles and steps you can take to produce great ideas.It helps explain why taking long walks (with a note pad or dictaphone) are so useful for revealing ideas. I find shaving in the shower an excellent place as well, but jotting notes down is less easy.If you are in the business of discovering ideas and presenting the solutions (and thanks again to the giants whose shoulders you are walking on and reordering the ideas of others into new formluations and orbits) you should buy this book.It reveals a technique you can make to work for you.
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