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James Webb Young was a very talented American advertising
executive and a world curious philosopher. He influenced the development and history of advertising. During the
World War II, he created the War Advertising Council whose objective was to
support government programs. (1) Young received many honors
and awards including the Advertising Man of the Year Award in 1946. (2).
I would like to present to you his very interesting 5-Step Technique for Producing Ideas from his book “A Technique for Producing
Ideas” published in 1939. I find this program fascinating and easy at the same
time. I hope it will be helpful for your further work :).
But before we start, we have to define what an idea
is. Young believes, and I truly agree with him, that an idea is “nothing more
nor less than a new combination of old elements.” So producing an
idea is simply a process in which the mind uses a special working technique of
combining. We can learn and control this technique to be very effective. It means
that we can train our mind to produce ideas. In my opinion, what is essential in
this process is the ability to see relationships and similarities between facts
and things. So now when we established the basics, we can learn Young’s
program.
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Step 1: GATHERING RAW MATERIAL
Firstly, we can all agree that knowledge is basic to
good creative thinking. Gathering raw material means collecting knowledge,
memories and things. We have to be open to new possibilities and to be curious.
We should be interested in what is happening around us. We should listen to
people, read books and watch movies. This way we gather raw
material that can be later transformed into a fresh idea. It is not an easy task because we should amass experiences of our whole life.
Creative people are excited to learn everything, nothing is
absolutely boring to them and in every field they can find something interesting.
They instantly search for something new. They are able to find extraordinary features
in the simplest activities like peeling apples. You never know
what will inspire you until it does.
Step 2: DIGESTING THE MATERIAL
Digesting the
material is similar to composing puzzles. We have to study one element from
every perspective to understand its meaning. And when we realize it, we have to
add another puzzle and analyze the relationship between them. You search for
elements, which fit and make new alluring composition together.
STEP 3:
UNCONCIOUS PROCESSING
Unconscious processing is simply leaving your problem
for a while. Allow your sub-consciousness to consider it by itself, because
usually then the best ideas
float in your mind. Go away from your desk, walk in a park or take a nap.
Search for inspiration – watch a movie, see an exhibition or meet with a
friend. Like Hagrid in Harry Potter said “What's comin' will come, an' we'll meet it when it does.”
STEP 4: THE
A-HA MOMENT
And then magic
will happen.
[ http://www.brainpickings.org/2012/05/04/a-technique-for-producing-ideas-young/ ]
STEP 5: IDEA
MEETS REALITY
And now the hard work begins. You have to transform your idea into tangible things. Many great ideas did not survive this
process because it is the hardest part. You have
to work every single day to make it real and be patient. You also have to
realistically assess probabilities to revive this idea. If your dream is to
travel to Jupiter, you should know that it is not likely to happen… Also talk about your concept with
people you trust, teachers or friends. Be open for support from them and do not worry about criticism,
but take it to your heart and learn from it because maybe there is a grain of
truth in it. If you need help, simply ask for it. Many people are willing to
help you solve your problem, if not in your surrounding you can always search for them on the Internet. And never ever give up because dreams do
come true if you work hard to make them happen.
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Based on a article from Brain Pickings:
Comments
These techniques are definitely what I was looking for, because I forgot how to produce ideas. I found something new for me and will use them in my future life.
Anyway I often have a lot of ideas but I lack the motivation to make them corporeal. So I would say that's the biggest problem for me.
I've heard this definition od idea before but referring to creativity. I almost completely agree with it - it doesn't apply to inventions;)
Some people think that it is shameful that only after having been inspired are they able to create something. In my opinion everybody gets inspired this way or another and it is no big deal. Unless of course we get "too" inspired and steal somebody's work, that's not cool.
Regarding the first step - I highly recommend carrying a small notebook around with you. I do that mostly for cooking inspirations - when I travel I often get some new ideas from restaurants' menus, marketplaces, even the look at two products lying next to each other. It is very useful. I do that for graphic design and illustration too, I take notes and make some drawings. The other thing is my great love for Pinterest - the online pinboard system. You may create digital boards and pin pictures that you like there. I have more than 30 boards for different subjects and it is really helpful when I lack inspiration.
Creative process should be spread in time, but due to my lack of time organisation skills I often leave everything for the last possible moment and there is no time for unconcious processing, so this makes step 3 almost impossible. However I would love to walk through the entire creative process doing it conciously:)
And when it comes to the "a-ha moment" - I just love when this happens and it gives me so much power and motivation for working. Just until the moment of step 5 comes and I confront my ideas with my boss or something. I find online support really helpful - I have never participated in it myself but I follow some support groups for retouch artists and web designers. Even reading the comments that evaluate somebody else's work might be really helpful.
I am addicted to Pinterest. Everyday I have to check it before I go to bed. It is a great source of inspiration. I also like the website Fubiz (http://www.fubiz.net ). You can find wonderful and creative pieces of art there.
Despite from above steps we should focus also about research of existing solution and if we consider selling the product about business plan and financial calculations.
As far as my opinion is concerned, I think that we have to remember that creativity and splendid ideas come not from the passive waiting to an enlightenment but from the active application of work ethic and discipline. As a writer Ursula Le Guin said: “All makers must leave room for the acts of the spirit. But they have to work hard and carefully, and wait patiently, to deserve them.”
Here is also a magnificent interview with a film director David Lynch in which he answers the question “Where do ideas come from?”: https://www.youtube.com/watch?v=Fxr-7O1Bfxg It last only 2 minuets and I highly recommend watching it to everyone. Without a doubt, David Lynch is one of the most ingenious film directors nowadays. It is always worth to listen to such clever and unconventional persons.
There was one thing that made me curious - "Unconscious process" and "a-ha moment". I wonder how it is about you, because I know people who really can wake up in the morning and just have an answer in theirs minds to the question that was bothering them a day or few days ago. But I don't feel like I have ever did anything like that :D I don't feel like I am even having 'unconscious' process – when I have some time to consider how to solve the problem I get very focused, sit by my desk and I am writing, drawing, thinking, but it never happens "just like that", that it's popping to my mind without any effort. I think it might be connected with a fact, that I rather put aside things that I am not into at the moment, I can't "passively think" about a problem when doing something else - like driving, taking a shower etc.
How about you guys? How does it work for you? Does solutions just popping to your mind in the morning or when you are taking a shower? :D
I found out it's best to always have a notebook (or even a single paper sheet) and pencil/pen with myself because an idea can strike me anytime. I've recently had such situation while on a train going back to Warsaw. But fortunately I had a few paper sheets and my pencil case with me so I wrote down and sketched everything that came to my mind immediately.
Last year I had a baffling problem with my animation. I worked hard for a few days and I could not fix it. One night the resolution showed up in my dream! The next morning I woke up and I solved my problem :) That was “unconscious process” and “a-ha moment” combined.
I do not know how can you learn to think subconsciously. Maybe you just have to let your ideas and problems float in your mind instead of thinking about them only when it is time to work…
I wish I could do this, it will save so much of my time when the problems were solving by themselves in the "background" haha :D
Fubiz is great website, I love the ideas they are posting there! :)
When it comes to particular steps, I found that the most pleasurable is the first one. I'm always very curious of world and I love exploring new things. That's this part of the life I love the most. The 3 step, in turn, is what I really don't like - it's taking place unconcious so we can't influence on that. We can't speed this processing up or something and it can ruin the chance to make the idea come true. Nevertheless I think that most of the great ideas go bad at the last stage. That's pretty sad that people still can't adjust their dreams to their strenghts or if the particular person is so determined, opposite way.
However, the fifth step... that's a challenge for me! :) If only I had time and resources to realize all the ideas.
It is really important to recall these techniques from time to time. Just because tired man start to behave like a robot and forget how to produce good ideas.
Hardest is last step when IDEA MEETS REALITY.
I'm too lazy to implement my ideas, and I just collect them in my Evernote note book and there they are waiting when I will have some spare time :)
I keep my fingers for you! I also recommend you watching some TED’s videos about creativity or motivation. They really can encourage you to think and work more innovative :)
I've stumbled on an article that gives you pretty good advice regarding this topic, although it's more centered on business ideas, I think that they are pretty universal if you think about it.
Take a look!
http://www.forbes.com/sites/glennllopis/2013/04/01/12-things-successfully-convert-a-great-idea-into-a-reality/
I agree that creating new ideas is combining old elements. Sometimes the only thing that stands between people and finding a solution to a difficult problem is that their minds are not open to those elements from outside their domain.
I’m glad of your presentation. Thanks once again. I must read this position necessarily.
One suppose to leave the idea to mature. After few weeks or months you get perspective and sometimes "genius" ideas seem to be ridiculous,
some evolve into something new.
For me very interesting are third and fourth steps. It's really awesome when you wake up in the middle of night and you know how to solve a some problem that you are working on.