A process for generating ideas? Ideas
are a creative business not a mechanical one, do you say? In a world, where everything
is process-driven how can creativity be an exception? In fact, scientists are
trying to understand the principles (or process?) of even chaos to control it.
We are digressing. Let’s stick to creative Process.
James Webb Young, the legendary advertising
man wrote a great book – A Technique
for Producing Ideas in 1960, which is a classic even today.
He described the five steps in detail. Here is the essence:
Mind follows a method which is just as
definite as a production process or even an assembly line. There is a technique
for using the mind for producing ideas. Whenever an idea is produced, this
technique is followed consciously or unconsciously. And the good news is that
this technique of producing ideas can be consciously cultivated, thereby increasing
the ability of the mind to produce ideas.
This technique of mind follows five
steps. While you can recognize them individually, it is important to recognize
their inter-relationships more than anything else. One more thing. The mind
follows these five steps in definite order or sequence that is not
interchangeable.
- Gather the raw material systematically for the
product or service for which you are seeking to develop a great new idea.
Gather as much as you can both the raw materials – raw material that is
specific to your product and to the people to whom you want to sell your
product.
2.
Masticate the material gathered and
start the mental digestive process. Masticate the material till gastric
(creative) juices are secreted. You have to digest before ingest.
3.
Now drop the whole subject and put the
whole problem as completely as you can. Turn it over to your sub-conscious mind
and let it work on it. Ideas come after you have stopped straining for them,
and have passed through a relaxation from the search.
4.
When you are totally pre-occupied with
it, out of no where the idea appears. This is your eureka moment! It will come to you when you are
least expecting it – while shaving, or bathing or most often when you are
half-awake. It may even wake you up in the middle of it. Remember what Sir
Isaac Newton said when he was asked how he discovered the law of gravitation.
He said by constantly thinking about it!
5.
Having produced one, don’t hold your
idea close to your chest. Submit it to the criticism of the judicious. Because
an idea has self-expanding qualities. It stimulates those who see it to add to
it.
What are you waiting for? Go and start
producing those great, unique ideas you have been wanting to!
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