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A Technique for Producing Ideas (Thinking Classics) Paperback – April 22, 2011
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o Knowledge of Propositions
o Knowledge of Markets
o Knowledge of Messages
o Knowledge of Message Carriers
o Knowledge of Trade Channels
o Knowledge of How Advertising Works
o Knowledge of The Specific Situation
Today, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.
In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability. But the scientist knows that the South Sea atoll is the work of countless, unseen coral builders, working below the surface of the sea." Keep in mind that Webb developed or encountered this insight decades ago.
The details of the five-step "formula are best revealed in context, within the narrative. I will suggest now, however, that (a) this booklet is by no means relevant only to advertising or even to business in general, and (b) it can help almost anyone to develop more and better ideas when seeking a solution to a problem or an answer to a question. Because Webb thinks and writes so clearly, the booklet offers the additional benefit of helping its reader to reduce (if not eliminate) all the "clutter" in the mind that accumulates relentlessly over time.
1. Gather all the facts
2. Mix and match the facts to find new combinations that inspire an idea; keep at it until you can't any more.
3. Ignore it and go do something else.
4. Out of nowhere an idea will come.
5. Refine your idea with the help of others.
Now you don't have to read it.
It helps explain why taking long walks (with a note pad or dictaphone) are so useful for revealing ideas. I find shaving in the shower an excellent place as well, but jotting notes down is less easy.
If you are in the business of discovering ideas and presenting the solutions (and thanks again to the giants whose shoulders you are walking on and reordering the ideas of others into new formluations and orbits) you should buy this book.
It reveals a technique you can make to work for you.
Young's classic lays out a five-step process for unearthing new ideas. The process is not necessarily easy and definitely not instantaneous. It will resonate with those who like playing with new ideas and will be fruitful for those who apply its process.
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2. You can and will learn how to produce ideas
3. No one can take that skill away from you...