A Technique for Producing Ideas by James Webb Young.
James was an advertising guy who published this less than fifty page book in the 1940's. His answer to why publish a book that would inevitably help his competitors is classic. It's why consultants stay in business.
It is also the primary reason why people and businesses do not grow. My pureed version is simply: lack of implementation. Here is James':
"First, the formula is so simple to state that few who hear it really believe in it.
Second, while simple to state, it actually requires the hardest kind of intellectual work to follow, so that not all who accept it use it."
I am going to explain James's five step method for producing ideas here. I will be leaving out a couple of foundational principles (you gotta buy the book man).
One - Gather specific and general material.
Specific material is the nuts and bolts information that you will need for an article, book or project. James suggests capturing this information on 3 X 5 index cards, classifying them by subject. Gathering general material is a lifelong process. But how fun it could be if you focused on it! My suggestion is to listen to Dan Pink . In his book, Dan says to create a design notebook. As you go through the day, observe stuff, take pictures, clip magazines, print stuff off the net, cop a page out of your kid's coloring book and make notes in your notebook. Live dangerously, create three notebooks.
Two - The mental digestive process.
This is where you take in the gathered material and observe it, digesting it from all angles. You'll combine specific with general material. You are looking for a relationship, a connection. James suggests to scan your material quickly and not take its meaning too literally. As ideas from the process pop into your head, write them down. You'll get to a point where you feel too tired to go on. Go on anyhow. Push yourself to capture more ideas. Soon however, everything runs together. Your brain turns to spaghetti. At this point you're ready for step three.
Three - Put your stuff down, forget about the project and walk away. Turn to whatever stimulates your imagination and emotions. Go to a museum; Watch a love story or action movie; Take a walk or read poetry. Many writing coaches will tell you to exercise, do something physical. I like to think of this stage as letting your ideas brew in the subconscious of your mind.
Four - This step is where the idea that you've been in search of suddenly appears.
It will come to you after you've done the hard stuff and have had a chance to rest and relax. It will come to you in a most unsuspecting way. It might be while in the shower, at the grocery store or at your kid's ballgame. I suggest always carrying around something to record your idea. A small notebook, a piece of paper or a recording device. Always be prepared to get it down.
Five - It is now time to show the world your idea. Put it out there for all to see, hear, feel and taste. James believes that this is the stage where many ideas go to the idea graveyard.
They're deep sixed mostly due to the owner's lack of patience in adapting them to the world. He also says to pay attention to what others have to say about your idea. Various opinions can present a new vista for you, stimulating additional possibilities.
That's it. And ninety-eight percent of those who read this will never bother with it, supporting James' position regarding his competitors.
James Webb Young believes that an increased emphasis should be placed on one step in this process. It's in the accumulation of grist for your mill. It's in the collection of general material. Live. Observe. Record.
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