Title: A Technique for Producing Ideas
Author: James Webb Young
First published January 1, 1940
38 pages, Paperback
ISBN: 9781477428696 (ISBN10: 1477428690)
Rating: 4.05
Overview
A timeless classic in the field of advertising, A Technique for Producing Ideas is a must-read for anyone looking to boost their creativity. Originally introduced to students in 1939, this book has since become a go-to resource for professionals in need of a reliable methodology for generating fresh ideas.
In this edition, readers will discover a simple yet effective five-step process for gathering information, sparking the imagination, and mixing old elements into new, innovative concepts. From advertising to any other creative endeavor, this book provides the tools you need to unleash your full creative potential.
About the Author
James Webb Young was a prominent American advertising executive who made significant contributions to the industry. He was even honored with induction into the American Advertising Federation Hall of Fame.
Young’s achievements were recognized with numerous awards, including the prestigious Advertising Man of the Year Award in 1946.
Editoral Review
James Webb Young’s A Technique for Producing Ideas, first published in 1940, is a classic read for anyone looking to tap into their creative potential. Young, a renowned advertising executive, shares in this book his tried and tested techniques for producing ground-breaking ideas.
The book starts with Young describing the creative process as a simple five-step process. He argues that creativity is nothing more than the new combination of old elements.
The author goes on to outline the five steps that, when used correctly, can help anyone come up with an idea that changes the world. The first step is to gather raw material.
Young suggests that to get started, one must be curious, digging deep into their interests and exploring anything that piques their curiosity. Once one has gathered enough raw material, they move on to the second step, which is to work on those materials.
Here, Young emphasizes the need to reflect, organize one’s thoughts and take breaks to allow the mind to work. The third step is incubation, where one relaxes and lets their subconscious work on the gathered data.
This process is what happens when one takes time off intentionally from a project, allowing an idea to develop in mental absence. In step four, one waits for the eureka moment.
At this point, the mind has been given enough space to connect the dots subconsciously, and the big idea comes together effortlessly. The final step, which Young calls “Birth of the Idea,” is where the idea is born in its infancy.
What sets A Technique for Producing Ideas apart is Young’s clear, concise writing style that makes his points easy to digest. He’s an excellent communicator and makes the complex world of ideas simple to understand for the reader.
The book is brimming with practical examples, scenarios, and ideas that serve to kickstart creativity and idea generation in readers. One weakness of the book is that it is not easily applicable to every profession.
It’s more beneficial to those in creative fields, like advertising, writing, and design. It can be argued that people in scientific or technical fields may find the book too simplistic.
Overall, A Technique for Producing Ideas is an invaluable resource for anyone looking to tap into their creative potential. It’s easy to read and follow Young’s five-step process.
The book is a great addition to any aspiring creator’s library. Rating: 4.5 stars out of 5.
Recommendation: Anyone in the creative profession or those looking to improve their creative process should give this book a read.
