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A Technique for Producing Ideas Paperback – May 9 2012

4.0 out of 5 stars 8 customer reviews

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Product Details

  • Paperback: 38 pages
  • Publisher: Createspace (May 9 2012)
  • Language: English
  • ISBN-10: 1477428690
  • ISBN-13: 978-1477428696
  • Product Dimensions: 15.2 x 0.2 x 22.9 cm
  • Shipping Weight: 104 g
  • Average Customer Review: 4.0 out of 5 stars 8 customer reviews
  • Amazon Bestsellers Rank: #175,439 in Books (See Top 100 in Books)
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Product Description

From the Back Cover

A step-by-step technique for sparking breakthrough creativity in advertising--or "any" field

Since its publication in 1965, "A Technique for Producing Ideas" has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea--and once and for all lift the veil of mystery from the creative process.

"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. The results of many years in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes this point vividly for us but shows us the road to that goal."
--William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach Inc. --This text refers to an alternate Paperback edition.

About the Author

James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners. --This text refers to an alternate Paperback edition.


Customer Reviews

4.0 out of 5 stars
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Top Customer Reviews

Format: Paperback
Creating idea must be the most difficult part not
only in great invention but also in business or daily
life.
This book offers us simple principles of
the way to creat idea step by step.
I thought that I could do it, it completely
makes sense when I read it long
time ago. It was the same opinion which I have
when I read it this time. It is clear that by implementing
the principles I can make progress to achievement even if I do
not hit upon idea immediately.
Then, all I need to do is "just do it". Whether
you can start gathering information or not would be
the watershed of utilizing this book.
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By Robert Morris HALL OF FAMETOP 10 REVIEWER on Jan. 19 2013
Format: Paperback
This booklet (28 pages) was originally published in 1940 and some new material was added twenty years later. The Foreword to the edition I have (published by Waking Lion Press in 2009) was provided by William Bernbach (1911-1982), one-time chairman and CEO of what was Doyle Dane Bernbach, then renowned for many of the greatest ads in the 20th century. The booklet's author, James Webb Young (1886-1973), added a "Prefatory Note" in 1960. His first publication, How To Become An Advertising Man (1963), focuses on core concepts that every ad practitioner and copywriter should know:

o Knowledge of Propositions
o Knowledge of Markets
o Knowledge of Messages
o Knowledge of Message Carriers
o Knowledge of Trade Channels
o Knowledge of How Advertising Works
o Knowledge of The Specific Situation

Today, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.

In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability.
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Format: Paperback
without giving too much away, the "technique" is so darn commonsensical you will no doubt whack yourself on the head at the simplicity of it all
i have tried his technique and shared it with close friends and it has become (so far) a fail proof way of striking creative oil. won us a fair amount of new business.
another plus is the book so small and concise it fits in most purses and can be read cover-to-cover during your morning latte.
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Format: Paperback
How to Get Ideas and other books on the subject of creative thinking are mainly just elaborations on the core thoughts laid down by James Webb Young. This is a classic read; short, pointed, and truthful. If you are in the business, you will find your hunches confirmed in simple, memorable language. The other books on the subject are very rah-rah; this book just tells it like it is. Not a self-help book, more like an instruction manual for your brain.
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