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

Gathering raw material

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.

In learning any art the important things to learn are, first, Principles; and second, Method. This is true of the art of producing ideas.

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.

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

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

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

In this stage you have to take your little idea out into the world of reality. And when you do you usually find that it is not quite the marvelous child it seemed when you first gave birth to it.