James Webb Young

A Technique for Producing Ideas

1. IDEA 1

   Ideas follow a process

   Young, an advertising executive, argues that producing ideas follows a definite process that can be learned. His short book describes the steps he observed in his own work. Young thought anyone could improve with practice.

2. IDEA 2

   New ideas combine old elements

   Young argues that an idea is nothing more than a new combination of old elements. Seeing relationships between facts makes this possible. In his view, creative people are those who see how separate facts connect in a fresh way.

3. IDEA 3

   Gather raw material

   Young's first step is gathering material, both specific facts about the problem and general knowledge about life. In his account, a rich store of facts and experience gives the mind something to work with, so this is the slow and tiring part.

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