A Technique for Producing Ideas

Combining Old Elements "An idea is nothing more, nor less, than a new combination of old elements." Mr. Young believes this is the most important principle in A Technique for Producing Ideas.

Author: James Young

Publisher: Createspace Independent Publishing Platform

ISBN: 9781535373876

Category:

Page: 36

View: 199

James Webb Young was the first-ever chairman of The Advertising Council and he also served as the vice president of the J. Walter Thompson (JWT) Company. Beyond this, he had great influence over the development and evolution of the early days of the ad industry. In 1946, he was named Advertising Man of the Year. He was also recognized for his war-time impact on the ad industry, as he was named as the recipient of the Advertising Awards Gold Medal for Outstanding Achievements of a Lifetime. What the book covers: How It Started Mr. Young reveals what prompted him to create A Technique for Producing Ideas. The Formula of Experience He explains how he came to realize and identify the mind's operative technique for generating ideas as effectively and efficiently as an assembly line. The Pareto Theory Mr. Young discusses Italian sociologist Pareto, best known for his 80/20 theory. Pareto strongly believes there are two kinds of people in this world; the creatives and the squares. The creative types (called speculators by Pareto) are defined by a constant interest in the "possibilities of new combinations." The other type, rentiers, are described as conservative, steady, habitual people. Pareto believes that the creatives manipulate the squares. Training The Mind The importance of training your mind in the art of producing ideas, using Method and Principles. Combining Old Elements "An idea is nothing more, nor less, than a new combination of old elements." Mr. Young believes this is the most important principle in A Technique for Producing Ideas. He then reveals the second most important principle which allows one to make new combinations of old elements - and that is the "ability to see relationships between disparate things." Ideas are New Combinations This chapter introduces you to the Method. The Method or Idea-Producing Technique is made up of 5 steps. Step 1 discusses gathering general and specific "raw material". Specific raw material is information that centers on your idea. The product's specs, features, benefits, competition and marketability. General knowledge is important as it gives you more raw material to work with in seeing relationships and making new combinations. The Mental Digestive Process This chapter explores the second step of the technique. This involves mulching and digesting the raw material you have gathered. Young explains you must "feel" your way through each bit of knowledge. Turning it over and over in your mind, then extracting multiple meanings and significances. Like a jigsaw puzzle, you play with different bits of ideas to see how they fit together. You will need a notebook to transcribe your thoughts and half-ideas, as they come to you. Sleep is the third stage: letting go allows your unconscious mind to deal with it. Constantly Thinking About It The fourth step discusses how new ideas just appear, when you least expect them. Through the entire process of gathering data, mulling over your information, engaging in other activities, your mind will create new ideas without any warning. The Final Stage This final stage is your "reality check" time. You must test, edit, refine and polish your idea. This is the time to take your new idea and hold it up to the harsh light of reality. Some After Thoughts Mr. Young reveals his own personal experiences with these techniques and re-emphasizes how new knowledge and experience can lead to new ideas and profitable rewards. Why are some people capable of producing great, new ideas on demand? The book closes with examples and testimonials of past readers and how his method has worked for them. You will also receive information on recommended books to further your understanding of the idea-producing process.

A Technique for Producing Ideas

First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering ...

Author: James Webb Young

Publisher: Contemporary Books

ISBN: 9780844230009

Category: Creative ability

Page: 62

View: 345

A McGraw-Hill Advertising Classic A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time. First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.

Popular Mechanics

... FOR ALL AMERICANS A Technique for Producing Ideas Where do the money-
making ideas come from — those ideas ... James Webb Young, one of the
highest paid idea men in the advertising business, set out to answer this question
for ...

Author:

Publisher:

ISBN:

Category:

Page: 308

View: 641

Popular Mechanics inspires, instructs and influences readers to help them master the modern world. Whether it’s practical DIY home-improvement tips, gadgets and digital technology, information on the newest cars or the latest breakthroughs in science -- PM is the ultimate guide to our high-tech lifestyle.

Social Media Strategy

James Webb Young, A Technique for Producing Ideas (New York: McGraw-Hill
Education, 2003; first published 1940). 58. ... “The Big Idea: Donny Deutsch
Questions People in Business, Entertainment and Politics—CNBC,” archived
from the ...

Author: Keith A. Quesenberry

Publisher: Rowman & Littlefield Publishers

ISBN: 1538138182

Category: Internet advertising

Page: 496

View: 165

"This book is a blueprint for the practice of marketing communications, advertising, and public relations in a digital world where the consumer has taken control"--

Small Marketers Aids

Are you putting your best foot - and ideas — forward ? Are you just ... Might it be a
good idea to review your tax planning with the help of an expert ? Also , are you
... A Technique for Producing Ideas , by James Webb Young . Advertising ...

Author:

Publisher:

ISBN:

Category: Retail trade

Page:

View: 267


Domestic Commerce

Reprint from the A TECHNIQUE FOR PRODUCING IDEAS . ... for the four steps in
creating a new idea : ( 1 ) gathering the raw EXPENDITURES OF WAGE
EARNERS AND CLERICAL WORKERS material ; ( 2 ) working over the materials
in the ...

Author: United States. Bureau of Foreign and Domestic Commerce

Publisher:

ISBN:

Category: Commerce

Page:

View: 337


Advertising

PRODUCING IDEAS How does a copywriter get ideas ? How can he ... This
method has been described in detail by James Webb Young , in his exciting and
beautifully written little book , A Technique for Producing Ideas . It is a short book
- it ...

Author: John W. Crawford

Publisher:

ISBN:

Category: Advertising

Page: 466

View: 903


Introduction to Business

has been referred to by James Webb Young as " a technique for producing ideas
. " 3 Some writers have referred to it as “ creative thinking . ” It is contended that
the process of getting and developing new ideas and thoughts can be learned ...

Author: University of the State of New York. Bureau of Business and Distributive Education

Publisher:

ISBN:

Category:

Page: 125

View: 247


Principles of Real Estate

Creative Thinking One of the important abilities you should acquire through your
study of this subject or others has been referred to by James Webb Young as " a
technique for producing ideas . ” 1 Sometimes it is called creative thinking .

Author: Arthur Martin Weimer

Publisher:

ISBN:

Category: Real estate business

Page: 716

View: 335


Saturday Review of Literature

89 111 West 52nd St . , New York 19 CI 7 - 0070 PIANO MUSIC Α A stylistic
monstrositythe unabashed Liszt mixed with simplicity and honesty of Beethoven !
Not a happy idea . A TECHNIQUE FOR PRODUCING IDEAS BEETHOVEN -
LISZT ...

Author:

Publisher:

ISBN:

Category: American literature

Page:

View: 845


Advertising

5 Ibid . , pp . 110–14 . • James Webb Young , A Technique for Producing Ideas ,
4th ed . ( Chicago : Advertising Publications , Inc. , 1960 ) , p . 15 . 7 Graham
Wallas , The Art of Thought ( New York : Harcourt , Brace and World , Inc. , 1926 )
, p .

Author: Maurice I. Mandell

Publisher: Prentice Hall

ISBN:

Category: Business & Economics

Page: 689

View: 513

Explores the organization, background, and social implications of advertising and describes skills, techniques, and strategies involved in advertising management, media planning and selection, and the creation of an advertising campaign

Group Psychotherapy

James W . Webb , in the illuminating little book A Technique for Producing Ideas
throws out the challenge that few will be capable of making any use of the
creative process because it is so simple — and so foreign to their manner of daily
living ...

Author:

Publisher:

ISBN:

Category: American periodicals

Page:

View: 903


Productivity

Unleashing Creativity for Generating Ideas How do creative people come up with
ideas ? W. become a lifelong quest . Young , author of A Technique for Producing
Ideas , insists that the production of ideas follows a process as 2. When facing ...

Author:

Publisher:

ISBN:

Category: Industrial productivity

Page:

View: 540


The Publishers Trade List Annual

... Washington 5 , D. C. A Technique for Producing Ideas Where do the money -
making ideas come from those ideas that ... James Webb Young , one of the
highest paid idea men in the advertising business , set out to answer this
question for ...

Author:

Publisher:

ISBN:

Category: American literature

Page:

View: 943


Sales Management

wrote a remarkable little booklet called “A Technique for Producing Ideas." In it,
he, too, was talking about the notebook as a tool for thinking. He wrote: “Once. I
jotted in such a book the question, 'Why does every man hope his first child will
be ...

Author:

Publisher:

ISBN:

Category: Sales management

Page:

View: 630


AB Bookman s Yearbook

... N.Y. " The Naked Truth and Personal Vision " by Bartlett H. Hayes , Jr. , 1955 $
3.75 A Technique for Producing Ideas Agni Yoga Society , Inc. 319 W. 107th St.
New York 25 , N.Y. Publishers and Distributors LEAVES OF M's GARDEN I ( The
 ...

Author:

Publisher:

ISBN:

Category: Antiquarian booksellers

Page:

View: 680


What s in a Name

The job of the idea is to deliver the strategy within the concept of an
advertisement . ... historically important creative figure who worked for decades
for J . Walter Thompson , wrote a modest book in 1940 titled A Technique for
Producing Ideas ...

Author: John Philip Jones

Publisher: Routledge

ISBN:

Category: Business & Economics

Page: 308

View: 880

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

The Process of Management

If the new idea is for a material invention we need to take it to a laboratory and
test whether it will really work . A new mathematical formula we must write ... A
Technique for Producing Ideas , page 52 . Unfortunately , knowing about the
stages ...

Author: William Herman Newman

Publisher:

ISBN:

Category: Industrial management

Page: 675

View: 789



Proceedings

spects, synthesis is not acquired by scientific training but must survive this
training and instinctively apply its technique. ... and 23 personality and
temperament. f “A Technique for Producing Ideas,” by J. W. Young, Advertising
Publications, Inc., ...

Author: Society for the Promotion of Engineering Education (U.S.)

Publisher:

ISBN:

Category: Engineering

Page:

View: 612