Aidea No Tsukurikata
A McGraw-Hill Advertising Classic
A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.
First presented to students in 1939, published in 1965, annow reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step proc...more
The process is five-step: 1)gather material for ideas; 2) chew on the material to look at relationships; 3)put everything aside to let the material percolate; 4) wait for the idea to come up; 5) fit the ...more
The author talks about two main principles behind generating new ideas ( (a) an idea is a combination of old components, and (b) the capacity to bring old elements to a new one depends on the ability to see relationships) and introduces five methods to achieve that.
Those methods are not surprising. You probably heard about them and may even perform some of them regularly. What *might* be different f ...more
My favourite part of the book or booklet (because it's so short) is the suggestion to get "those little 3 x 5 ruled white cards and use them to write down the items of specific information as you gather them. If you do this, one item to a card, after a while you can begin to classify them by sections of your subject."
I also liked his likening of ideas to atolls (works for icebergs too but atolls sound cuter), where you only see only the brilliant idea at the top but not the str ...more
I've posted on amazon a review but basically where I think people have issues with this is in the incubation phase - we have a hard time just letting go and "allowing" good ideas to come to us. I know I struggle with this part, and I know I'm not alone.
But when I can let go, I'm amazed and it's always a situation of taking the show ...more
Five steps to producing ideas:
1. read/watch/absorb wide variety of subjects (both general and specific to your subject)
2. think about the stuff you read about
3. stop thinking about it all for a while; let it all marinate subconsciously
4. idea! (write em all down, even if you think they're shit or too abstract)
5. do work
Don't read about advertising, read about social sciences/psychology.
That was a very irritating procedure to the practical and literal-minded Watson.
But Conan Doyle was a creator and knew the creative process.
He estado leyendo un montón de libros sobre Design Thinking, proceso de innovación, serendipia, lineas de producción de ideas, y otras cosas medio relacionadas también. Cientos (si no es que miles) de páginas se pueden resumir en las 35 páginas de la "fórmula" sencillísima que aparece en este libro de 1965:
1. Investigación, tanto específica sobre el sujeto que nos interesa (entrevistas, demografía, etnografía, etc.), como general, ...more
Simply put, Young proposes a 5-step framework in order to produce ideas. They are as follows, and taken from the book directly on p.40:
This, then, is the whole process or method by which ideas are...more
In his book, Young discusses creativity, saying that while there are multiple ...more
2. Work these materials over in your mind. Bring different combinations of these facts together and see how they fit; seek a synthesis. "Facts sometimes yield up their meaning quicker when you do ...more
1. Gather general knowledge of all facets of life. You should be curious in any and every subject for the sake of learning and expanding your number of possibilities to create new ideas.
2. Think directly about what you are trying to connect ...more
An idea is a combination of existing elements. To produce an idea one must know the subject of the idea as well as possess a significant amount of general knowledge.
First: one gets to know the subject
Second: one consciously tries to combine elements from the research in step 1 and comes up with partial ideas.
Third: one lets it rest, relaxes and waits.
Fourth: an idea will present ...more
But, if you've been doing this a while and need to help justify why you cut out to see a movie in the middle of the day to the non-creative types, just refer to Young's third step in his process: drop the whole thing and put ...more
He was inducted in the American Advertising Federation Hall of Fame.
Young received many honors and awards including the Advertising Man of the Year Award in 1946.