A Technique for Producing Ideas (Advertising Age Classics Library) [Paperback]

James Webb Young (Author)

Book Description

Publication Date: January 21, 2003 | ISBN-10: 0071410945 | ISBN-13: 978-0071410946 | Edition: 1

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, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.

Editorial Reviews

From the Back Cover

A step-by-step technique for sparking breakthrough creativity in advertising--or any field

Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea--and once and for all lift the veil of mystery from the creative process.

"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. The results of many years in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes this point vividly for us but shows us the road to that goal."
--William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach Inc.

About the Author

James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.

Product Details

• Paperback: 64 pages
• Publisher: McGraw-Hill; 1 edition (January 21, 2003)
• Language: English
• ISBN-10: 0071410945
• ISBN-13: 978-0071410946
• Product Dimensions: 5 x 0.2 x 7 inches
• Shipping Weight: 2.9 ounces (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars  See all reviews (53 customer reviews)
• Amazon Best Sellers Rank: #387,956 in Books (See Top 100 in Books)

More About the Author

James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.

Most Helpful Customer Reviews

44 of 44 people found the following review helpful

5.0 out of 5 stars Practical, Insightful, and Worth Each of the Six-Hundred Ninety Five Pennies that it Costs November 9, 2006

By Amrit Tiwana

Format:Paperback

I am not an advertising professional but in the profession of scientific research. Yet this book (which was written in the 1940s for advertising people) is just as relevant to my work as it is to anyone else who is a knowledge worker. This little book is one of the simplest summaries of commonsense---and articulating common sense is this book's greatest virtue. The book lays out a five step process for generating novel and not-so-novel ideas, articulating them, and giving them a life of their own. There are no examples, no case studies, just crisply articulated common-sense that you can put to immediate use. Everything that he says is stuff that you likely already know, so this is not one of those books that talks the lofty talk about "retraining your mind" and such obscure, undoable things. The idea in this book that most resonated with me was his comment that novel ideas are simply unusual connections among things that already exist and you might already know. The book takes about an hour to read from cover to cover (and I'm not even a fast reader).

Although Mr. Bernbach probably never intended this book for consumers like me in the scientific research profession, I'd bet my money that this little gem might be just as "duh" or "aha"-evoking to people in any other knowledge-intensive line of white-collar work. The only note of caution: This book was originally written in the 1940s and the gender bias ("the creative man," "he") is pervasive throughout its 48 pages.

If you are in a profession where your "wealth" is measured in intellectual output, this is some of the best seven dollars you can invest in your education. Highly recommended for anyone whose profession requires novelty, new ideas, and creativity. Buy---don't borrow--read, reread, and dog ear this little gem!

35 of 35 people found the following review helpful

5.0 out of 5 stars One of the few February 1, 2006

By Carla Fair-Wright

Format:Paperback|Amazon Verified Purchase

I have a small collection of books that I consider "private stock". These are books that I never lend and I read over and over. This book is a private stock favorite. James Young has created one of the best books I have ever read on the process of creative thinking. The technique is simple and it works. I have applied this technique to a variety of situations when I needed "outside the box" solutions and it has never failed me. "A Technique for Producing Ideas" is an extraordinary book. It is a book that will make you wonder about the power of the mind and the nature of consciousness itself.

20 of 21 people found the following review helpful

5.0 out of 5 stars "A must have for any educational institution" July 14, 1998

By Ahmad Jordan ([e-mail])

Format:Paperback

Very often I notice that the execution of an ad is translated as "Creativity." James Webb Young reminds us in his small book that ideas are the soul of any good ad. This book is a critical tool for any teacher who wishes to instruct his or her students in the same principle.

9 of 9 people found the following review helpful

5.0 out of 5 stars a secret treasure you should only share with closest friends October 4, 2001

By Sulin Lau

Format:Paperback

without giving too much away, the "technique" is so darn commonsensical you will no doubt whack yourself on the head at the simplicity of it all

i have tried his technique and shared it with close friends and it has become (so far) a fail proof way of striking creative oil. won us a fair amount of new business.

another plus is the book so small and concise it fits in most purses and can be read cover-to-cover during your morning latte.

15 of 17 people found the following review helpful

5.0 out of 5 stars Like and instruction manual for your brain... April 27, 2002

By A Customer

Format:Paperback

How to Get Ideas and other books on the subject of creative thinking are mainly just elaborations on the core thoughts laid down by James Webb Young. This is a classic read; short, pointed, and truthful. If you are in the business, you will find your hunches confirmed in simple, memorable language. The other books on the subject are very rah-rah; this book just tells it like it is. Not a self-help book, more like an instruction manual for your brain.

14 of 16 people found the following review helpful

5.0 out of 5 stars not just for advertising, but for all kind of creation September 22, 1997

By A Customer

Format:Paperback

spend 2 hours to read the book and enjoy your life-time in creative journey. james webb young defines creative into 5 processes, which is the core idea behind all things

5 of 5 people found the following review helpful

5.0 out of 5 stars The best book on creativity ever written October 20, 2004

By G. Matthew Clark

Format:Paperback

I first read A Technique for Producing Ideas 20 years ago. Webb explains simply, effectively, and with brevity how "creativity" happens in our minds. You will develop "habits of the mind" that will stay with you for life. Really.

Anyone can be creative and everyone should read this book. It's not just for advertising people--anyone who creates (scientists, engineers, businesspeople, etc.) will become smarter and more creative.

7 of 8 people found the following review helpful

5.0 out of 5 stars Insights that can shift your career into high gear January 14, 2006

By Rod Whitson

Format:Paperback

The process Young outlines is the clearest, most direct approach to producing big ideas. Young was a creative director at one of the most creative agencies, Doyle Dane Bernbach, during their most creative period (ie. Volkswagen Beetle, Polaroid and American Tourister.)

I bought a copy for everyone on my staff!