Book Review: A Technique for Producing Ideas
April 24th, 2006
An idea is neither more nor less than a new combination of old elements.
If you have never been stumped by a problem that seemed too complex for you to solve or overwhelmed by a creative challenge, then read no further. In fact, you can probably stop reading altogether because you have surpassed the need for learning! Almost every day, I face challenges that need problem solving. I used to wonder how it was that I sometimes found ideas that worked well and failed miserably to generate ideas in other situations.
Though I still am mystified by the mind’s ability to synthesize data and create solutions, I have found a process that works quite predictably to minimize the confusion I feel when facing a tough challenge. James Webb Young’s little book, A Technique for Producing Ideas, has been on my bookshelf for about three years now and rarely gathers dust. The ideas Webb presents are simple, effective, and discipline is required to apply them.
Originally presented as a lecture to graduate students in advertising at the University of Chicago’s School of Business, the book contains a simple framework on which to hang the shreds of creative thought that pass by us so fleetingly. After some excellent discussion of the social theory of Pareto, Webb clearly explains his framework. I’ll provide a simple summary below, though it in no way replaces the book!
When facing a project whose solution requires a creative idea:
- Gather specific materials related to the project.
- Seek a synthesis of facts by focusing on new relationships between ideas
- When you have exhausted all avenues of inquiry and have applied all your efforts to finding a solution, put the project completely out of your mind.
- A solution will arise when you least expect it as a “Eureka” moment.
- Bring your baby idea into the real world for critique and application.
So run out to the bookstore today and grab a copy of this resource and tackle your next challenge head on!
- Author: James Webb Young
- Paperback: 48 pages
- Publisher: McGraw Hill (2003)
- Language: English
- ISBN: 0071410945
- List Price: $6.95
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1. Survey Results: Valuable &hellip | April 24th, 2006 at 2:51 pm
[...] Please read my review of James Webb Young’s book, A Technique for Producing Ideas and vote in my poll about creative ideas. [...]