A Technique for Producing Ideas

This concise and powerful book lifts the lid on the creative process and eloquently details the steps needed to create exciting new ideas. Advertising copywriters, engineers, poets, painters and scientists have all benefited from its text to make creative breakthroughs.From Chapter 1:"'You have produced a lot of advertising ideas. Just how do you get them? The boys are waiting for me to come back and tell them.' Now I know that if I had not been so flattered by this question, and if my questioner had not been so obviously serious in asking it, I would have had a hearty fit of laughing at this point. I thought at the time that I had never heard a funnier or more naive question. And I was completely unable to give any helpful answer to it. But it struck me afterward that maybe the question 'How do you get ideas?' wasn’t as silly as it sounded. Maybe there was some answer to it. And off and on I thought about it. " - James Webb Young, A Technique for Producing Ideas