Scan barcode
A review by vertellerpaul
A Technique for Producing Ideas by James Young
5.0
A very short guide to the conscious or unconscious method of producing ideas. In short the argument runs like this:
An idea is a combination of existing elements. To produce an idea one must know the subject of the idea as well as possess a significant amount of general knowledge.
First: one gets to know the subject
Second: one consciously tries to combine elements from the research in step 1 and comes up with partial ideas.
Third: one lets it rest, relaxes and waits.
Fourth: an idea will present itself.
Fifth: the idea needs to be shaped into a useable form.
This is a very recognizable description of any creative process, written by someone who combines practical experience in the field of advertising with a lot of knowledge, both general and specific. It can serve both as a description of existing processes and as a guide to follow.
It's a quick read, well written, witty at times, quoting examples from Sherlock Holmes stories and other unlikely, but very pertinent sources. Highly recommended if you're (trying to be) a creative person.
An idea is a combination of existing elements. To produce an idea one must know the subject of the idea as well as possess a significant amount of general knowledge.
First: one gets to know the subject
Second: one consciously tries to combine elements from the research in step 1 and comes up with partial ideas.
Third: one lets it rest, relaxes and waits.
Fourth: an idea will present itself.
Fifth: the idea needs to be shaped into a useable form.
This is a very recognizable description of any creative process, written by someone who combines practical experience in the field of advertising with a lot of knowledge, both general and specific. It can serve both as a description of existing processes and as a guide to follow.
It's a quick read, well written, witty at times, quoting examples from Sherlock Holmes stories and other unlikely, but very pertinent sources. Highly recommended if you're (trying to be) a creative person.