A Technique for Producing Ideas

First, the gathering of raw materials – both the materials of your immediate problem and the materials which from a constant enrichment of your store of general knowledge. Second, the working over of these materials in your mind. Third, the incubating stage, where you let something beside the conscious mind do the work of synthesis. Fourth, the act

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

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

creative thinker.

So when you reach this third stage in the production of an idea, drop the problem completely, and, turn to whatever stimulates your emotions. Listen to music, go to the theatre or movies, read poetry or a detective story.

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

Art of Thought

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

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.