A Technique for Producing Ideas

This summary of James Webb Young's book on the technique of producing ideas. 

 The quality of your life (and life) is the result of all the energy you have played throughout your life.  The goal is to maximize that force.

 In order to learn anything, you must first learn the principles, then you must learn the method.

 Special bits of knowledge are simply “fast-aging phenomena”.  The issues are what are the underlying policies and procedures.

 You can learn every detail about the industry and still not be a true expert because you do not understand the underlying principles and methods.

 It is not the particular idea where to look, but the most important thing to know is how to train the idea in which all ideas are formed;  And how to understand the principles that are the source of all concepts.

 An idea is nothing more or less than a new combination of old elements.

 The ability to bring old elements into new combinations depends largely on the ability to view relationships.

 Which word would arouse the excitement with which I would like to charge this particular ad?

 The practice of discovering the connections between ideas is most important in generating ideas.

 Social psychology books are often better books on advertising than real books on advertising.

 There are five important steps that they follow whenever they generate a new idea.

 Step 1: Collect new content.  It includes specific content (related to a product or function) and general content (attraction to a broader concept).

 Step 2: Work on the content of your mind.  Mentally “chew” your new material by looking at the facts from different angles and experimenting with fitting ideas.

 Step 3: Completely remove the problem from your mind and do something that excites you and encourages you.

 Step 4: Only when you stop stressing will your thoughts come back to you with insight.

 Step 5: Translate and develop your idea into a practical application.  Put your idea into the world, present it for criticism, and adapt it as needed.

 After gaining an intimate knowledge of a product: most people stop very early.  If the surface differences are not interesting, we assume there is no difference.  But if we go deeper or farther, we almost always see that there is something different between each product and some customer, which can give rise to an idea.

 The best way to develop common sense in a matter is to be genuinely interested in something.  Being curious and fascinated by things is a great way to survive and it will ensure that you never go beyond ideas.

 The more common sense you have, the more opportunities you have to create new relationships and connections between ideas.

 In advertising, an idea comes from a new combination of common knowledge with specific knowledge about products and people's lives and events.

 Many ideas are lost in the final stages.  The thinker, like the inventor, is often not well enough or practical enough to adapt his ideas to the real world situation.

 Good thinking has the qualities of self-expansion.  When someone sees it, they naturally tell you what to add and how to make it better.

 If you have a good idea, people will tell you how to improve it.  Listen to them Do not keep the initial version too close to your chest.

 There are some ads that you can't write until you have more days to live.  The cycle of the year does something to fill your reservoir, if you refuse to live spatially and emotionally.

 The central idea of ​​the book is reminiscent of Robert Frost's quote, "An idea is a good metaphor for achieving a union and its height"

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