A Technique for Producing Ideas by James Webb Young

A Technique for Producing Ideas by James Webb Young

James Webb Young was an advertising executive in the 1930s, and his claim was that producing ideas is a technique like any other, learnable and repeatable, and that the whole of it fits in a short book.

An idea, he says, is nothing more than a new combination of old elements. The five steps follow from that: gather raw material specifically and generally, chew it over, drop the problem entirely and go to the cinema, wait for the idea to arrive when you are not looking, and then do the unglamorous work of shaping it into something usable.

Under fifty pages, first published in 1940, and still handed to new hires in advertising agencies.

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