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Usually ships in 1 business days | | | | | | A McGraw-Hill Advertising Classic A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time. First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas. | | | |
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| | Product Details | | Author: | James Young | | Paperback: | 64 pages | | Publisher: | McGraw-Hill | | Publication Date: | January 21, 2003 | | Language: | English | | ISBN: | 0071410945 | | Product Length: | 7.16 inches | | Product Width: | 5.04 inches | | Product Height: | 0.19 inches | | Product Weight: | 0.17 pounds | | Package Length: | 6.8 inches | | Package Width: | 4.9 inches | | Package Height: | 0.3 inches | | Package Weight: | 0.15 pounds | | Average Customer Rating: |  based on 31 reviews |
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| | Features | ISBN13: 9780071410946Condition: NewNotes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!
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| | Customer Reviews | Average Customer Review: ( 31 customer reviews )
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28 of 28 found the following review helpful:
 Practical, Insightful, and Worth Each of the Six-Hundred Ninety Five Pennies that it Costs Nov 10, 2006
By Amrit Tiwana
"www.bus.iastate.edu/tiwana"
I am not an advertising professional but in the profession of scientific research. Yet this book (which was written in the 1940s for advertising people) is just as relevant to my work as it is to anyone else who is a knowledge worker. This little book is one of the simplest summaries of commonsense---and articulating common sense is this book's greatest virtue. The book lays out a five step process for generating novel and not-so-novel ideas, articulating them, and giving them a life of their own. There are no examples, no case studies, just crisply articulated common-sense that you can put to immediate use. Everything that he says is stuff that you likely already know, so this is not one of those books that talks the lofty talk about "retraining your mind" and such obscure, undoable things. The idea in this book that most resonated with me was his comment that novel ideas are simply unusual connections among things that already exist and you might already know. The book takes about an hour to read from cover to cover (and I'm not even a fast reader).
Although Mr. Bernbach probably never intended this book for consumers like me in the scientific research profession, I'd bet my money that this little gem might be just as "duh" or "aha"-evoking to people in any other knowledge-intensive line of white-collar work. The only note of caution: This book was originally written in the 1940s and the gender bias ("the creative man," "he") is pervasive throughout its 48 pages.
If you are in a profession where your "wealth" is measured in intellectual output, this is some of the best seven dollars you can invest in your education. Highly recommended for anyone whose profession requires novelty, new ideas, and creativity. Buy---don't borrow--read, reread, and dog ear this little gem!
23 of 23 found the following review helpful:
One of the few Feb 02, 2006
By Carla Fair-Wright
"avid reader"
I have a small collection of books that I consider "private stock". These are books that I never lend and I read over and over. This book is a private stock favorite. James Young has created one of the best books I have ever read on the process of creative thinking. The technique is simple and it works. I have applied this technique to a variety of situations when I needed "outside the box" solutions and it has never failed me. "A Technique for Producing Ideas" is an extraordinary book. It is a book that will make you wonder about the power of the mind and the nature of consciousness itself.
17 of 18 found the following review helpful:
"A must have for any educational institution" Jul 15, 1998
By Ahmad Jordan (ajordan@visdesigns.com)
Very often I notice that the execution of an ad is translated as "Creativity." James Webb Young reminds us in his small book that ideas are the soul of any good ad. This book is a critical tool for any teacher who wishes to instruct his or her students in the same principle.
9 of 9 found the following review helpful:
a secret treasure you should only share with closest friends Oct 04, 2001
By Sulin Lau
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 alli 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.
15 of 17 found the following review helpful:
Like and instruction manual for your brain... Apr 27, 2002
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.
See all 31 customer reviews on Amazon.com
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