A Technique for Producing Ideas

The second important principle involved is that the capacity to bring old elements into new combinations, depends largely on the ability to see relationships.

The materials which must be gathered are of two kinds: they are specific and they are general.

an idea is nothing more nor less than a new combination of old elements.

creative thinker.

Another point I might elaborate on a little is about words. We tend to forget that words are, themselves, ideas. They might be called ideas in a state of suspended animation. When the words are mastered the ideas tend to come alive again.

the principle that an idea is a new combination, and the principle that the ability to make new combinations is heightened by an ability to see relationships

the specific materials are those relating to the product and the people to whom you propose to sell it.

Gathering raw material

we nearly always find that between every product and some consumers there is an individuality of relationship which may lead to an idea.