Customer Reviews

Technique for Producing Ideas

5 star:		(23)
4 star:		(4)
3 star:		(2)
2 star:		(1)
1 star:		(1)

 

 

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!

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.

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.

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.

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.

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

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.

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!

As I acknowledged in my latest book, "IdeaSpotting," James Webb Young wrote one of the most helpful books about creative thinking in the least number of words -- and "A Technique for Producing Ideas" is the book! Young trimmed away the fat and kept the muscle. Truly a classic.

A Technique for Producing Ideas by James Young is a concise quick read. I found it to be memorable.
Some reads can be overwhelming with too much imformation , this was not the case with A Technique for Producing Ideas.
It's one of those books that you want to re-read, and being under 50 pages make it painless to do.
But don't take my word for it read it yourself.