A technique for producing ideas
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Top Customer Reviews
As Young said, he's wasn't afraid to give away his secrets because he was certain that hardly anyone would be prepared to put the work into step one. His five step method is simple but not easy. It's a bit like writing a guide to joining an orchestra and giving step one as passing grade eight violin, with distinction. He also suggested that you never stop observing and recording everything you notice in your daily life. The other thing I particularly like, but which isn't part of modern business, is allowing yourself time to do something completely different. Young reckons that you have to give your brain a pleasant distraction while your massed collection of many possible combinations of thoughts unconsiously comes up with the big idea.
You might have your big idea while you're relaxing in the bath, but it won't happen if you haven't studied all the possible options beforehand.
Great thinkers of the past permitted themselves a breathing space to solve problems. Brindley, the Duke of Bridgewater's canal engineer, used to retire to bed to think until he had come up with his solution. Imagine suggesting that to your boss.Read more ›
The fact that the book has survived successfully for over 40 years in print is testament to Young unique (but not new) teaching.
Although Young does not refer to it, I am reminded of many writers & books that go into great detail explaining the "science of the mind" & the wonderful way the brain [or mind] works & how it can be used to spawn new ideas & create solutions to problems. Sometimes referred to Mental Science, its philosophy & teachings go back thousands of years & weren't fully recognised until around the time of the 1900's.
If after reading this you wish to develop & research this technique further, I would highly recommend Emmet Fox's "Power Through Constructive Thinking".
There are only 5 steps to churning out new ideas and the author clearly explains how this works. Like a lot of books in this area, the real progress comes from application. If you picked up a diet book you would expect some form of cutting down on calories and getting more exercise. This book is no different, you have to do something to get progress.
Don't try and shortcut his system, it works as a continuous process. A very simple tool that many advertising folks use is the swipe file. They store useful letters and adverts for ideas and later use. The author recognises this and encourages you to get curious about your subject.
I now keep this with me during the week. It is a book I re-read on a very regular basis. If you work in an idea based job, this is essential reading.
It's also a very short book with quite large type!
Basically he says new ideas are made from putting bits of old ideas together, and that you should find out as much as you can and think on it, then go away and have a rest and come back and look again.
And combine things you've found out to create something new. That's really all there is to this book. So the title is very accurate, it is 'a' technique for coming up with ideas, but a pretty obvious one nowadays?
You more than likely have completed this process hundreds of times. Only this explains the correct order of things when approaching a project so stops the hundreds of times when you didn't from repeating.
Most Recent Customer Reviews
The best and most simple book I have ever read on idea generation. If you are remotely interested, or need to generate new ideas, spend a lunch hour reading this book.Published 19 months ago by H. Lucy Gower
Great on all fronts, item itself, time it took to dispatch and get to me! A++ Seller!Published 24 months ago by John
Kinda short, but still useful. Read it, then read 'how to do better creative work' by Steve Harrison. If you have to choose between the two, I'd recommend Harrison. Read morePublished on 9 Aug. 2014 by Amazon Customer
Pretty disappointed with this book. It doesn't tell you anywhere that this book is about 20 pages long. Read morePublished on 26 July 2014 by Olivia Holder
I bought this book after reading reviews about it and thought it might turn out an interesting read.
The book is well written and facts based. Read more
I have read about this book in a post by Brain Pickings and was impressed with the creative process as described by the ad man of the day - James W YoungPublished on 11 May 2014 by Mr. P. Bogdashov