A Technique for Producing Ideas - the simple five-step formula anyone can use to be more creative in business and in life!
amazon.com
A Technique for Producing Ideas - the simple five-step formula anyone can use to be more creative in business and in life!
an idea is nothing more nor less than a new combination of old elements.
In this classification speculator is a term used somewhat in the sense our word "speculative." The speculator is the speculative type of person. And the distinguishing characteristic of type, according to Pareto, is that he is constantly pre-occupied with the possibilities of new com-binations.
am convinced, however that you gather vicarious experience best, not when you are honing up on it for an immediate purpose, but when you are pursuing it as an end in itself.
"Go out into the streets of Paris," he was told by an older writer, "and pick out a cab driver. He will look to you very much like every other cab driver. But study him until you can describe him so that he is seen in your description to be an individual, different from every other cab driver in the world.h
So with the art of producing ideas. What is most valuable to know is not where to look for a particular idea, but how to train the mind in the method by which ideas are produced; and how to grasp the principles which are the source of all ideas.
The first of these steps is for the mind to gather its raw material.
In advertising an idea, results from a new combination of specific knowledge about. products and people, will general knowledge about life and events.
What you do is to take the different bits of material which you have gathered and feel them, as it were, with the tentacles of the minds. You take one fact, and turn it this way and that, look at is in different lights, and feel for the meaning of it. You bring two facts together and see how they fit.
Every really good creative person in advertising whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested-from, say, Egyptian burial customs to Modern Art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts
... See more