Why am I writing about an advertising book here, on a site that focuses on making your life better? Because James Webb Young’s book applies not just to advertising, but to problem-solving in general.
Have you ever wondered how you get those great ideas that just pop into your head when you’re in the shower, taking a walk, driving, etc.? The fabulous concepts that you know are dead-on right and will solve a lingering problem?
A Technique for Producing Ideas clarifies the process that you’ve likely been using – albeit without knowing it – making it something that you can control so you can use it more frequently. Written by James Webb Young (1886 – 1973), who was very well-known in advertising, the book is tiny (the edition I read has 47 pages), but powerful.
In a nutshell, you start by gathering your raw material – information both from your particular field/line of work, as well as from other areas. Have you ever noticed how people who inspire awe with their creativity do not limit themselves to just one area of knowledge, but rather are really well-read and generally informed? The accumulation of ideas and concepts from a variety of places is what gives you the foundation for creating brilliant new solutions.
After you’ve gathered your raw material – a step that Young cautions should not be rushed – you then start consciously processing the information and your problem. Next, you give up thinking about it and just let it incubate. Then, voila! One day in the shower your solution comes to you. At that point, of course, you still have to fine-tune it, but you’ll at least have a basis to work from.
Although the book is aimed at advertising, it’s clear that this method can be used to create ideas in any profession, or in life in general. If you give your subconscious the right raw material, and then ask for guidance from your Higher-Self/the Universe/God, the answers WILL come.
Posted by: — Meg
|
