Exchange's newest book, isn't really new at all. A Technique for Producing Ideas was first published in the 1940s, but has continued over the years to be a popular guide on the creative process. The author, James Webb Young, describes a straightforward, step-by-step process for producing ideas. Deep into the process he recommends, after constantly thinking about the problem to be solved, to basically take a vacation...
"In this third stage, you make absolutely no effort of a direct nature. You drop the whole subject and put the problem out of your mind as completely as you can. It is important to realize that this is just as definite and just as necessary a stage in the process as the two proceeding ones. What you have to do at this time, apparently, is to turn the problem over to your subconscious mind and let it work while you sleep....
[And then]..."out of nowhere the idea will appear. It will come to you when you least expect it — while shaving or bathing, or most often when you are half awake in the morning. It may wake you up in the middle of the night."
This is THE classic on creative thinking, written with the clarity, knowledge, and experience of a skilled advertising man. A Technique For Producing Ideas is a step-by-step technique for sparking creativity in ANY field.
Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea — and once and for all lift the veil of mystery from the creative process.
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