This is a an old book, originally published in 1940 but has never been out of print.
It is a small book, just 60 pages or so.
It is a simple book, written in simple language.
Most of all, it is a practical book written by a man who built a career on coming up with ideas for his advertising clients. James Webb Young was a giant of the advertising business in the early to mid 20th century. Unlike artists who can work for years on a single creative project, advertising people have to produce ideas on demand under the pressure of an immovable deadline. Young was exceptionally good at this and excelled in the industry. When others approached him as a mentor, he analyzed his creative process and broke it down into 5 simple steps:
- Gathering information
- Digesting the materials
- Incubating the idea
- Birth of the idea
- Developing and refining the idea
Though it is over 75 years old, I think "A technique for producing ideas" is a "must read" for anyone in advertising or any other creative enterprise. It is available for just a few dollars on
Amazon ( you can use the attached link). It is at once an easy and entertaining book and a book that will greatly enhance your abilities.
Thanks for reading and for referring this blog to others.
Link to: A technique for producing ideas