A Technique for Getting Ideas

A Technique for Getting Ideas

• HOW IT STARTED:
  • A western advertising manager of a well-known magazine called for a discussion on improving selling methods.
  • The sales team was impressed by Mr.X's selling methods for the Weekly.
    • Mr.X's success was attributed to selling ideas, not space.
  • The sales team decided to adopt this approach.
    • They were unsure about how to generate ideas.
  • The question of how to get ideas was seen as naive but it wasn't as silly as it sounded.
    • There may be some answer to it.
  • The sudden appearance of ideas was compared to the sudden appearance of islands in the South Seas.
    • Both have an air of magic and unaccountability.
  • The idea process was likened to unseen coral builders working below the surface of the sea.
    • It was suggested that ideas too might be the result of a long series of unseen idea-building processes below the surface of the conscious mind.
  • The question then was whether these processes can be identified and consciously followed.
    • Can a formula or technique be developed in answer to the question: How do you get ideas?
  • The production of ideas was concluded to be as definite a process as the production of Fords.
    • It runs on an assembly line.
    • The mind follows an operative technique that can be learned and controlled.
    • Its effective use is as much a matter of practice as is the effective use of any tool.
  • Two things were learned from experience with the formula:
    • It's so simple to state that few who hear it really believe in it.
    • It requires the hardest kind of intellectual work to follow, so not all who accept it use it.
  • The formula was shared without fear of glutting the market.
• PREFATORY NOTE:
  • These thoughts were first presented to graduate students in advertising and later before several gatherings of active advertising practitioners.
  • The subject is one for the professional psychologist.
    • This treatment can have value only as an expression of personal experience.
  • The text was first prepared for a Monday class.
    • No literature on the subject was available at the moment.
  • Graham Wallas in his Art of Thought has a chapter on this process of the creative thinker, arriving at similar conclusions.
    • But as Prof. Wallas' book is now reported out of print, and as what follows has seemed to have a particular usefulness for workers in advertising, it was decided to publish it.
• THE PARETO THEORY
  • The theory is based on the observation that not everyone is capable of producing ideas.
  • The possibility of a technique for producing ideas is questioned, along with the need for a special ability for producing ideas.
  • The idea of two types of people is introduced, based on the work of Italian sociologist, Pareto:
    • Speculator:
      • The speculative type of person who is constantly pre-occupied with the possibilities of new combinations.
      • Includes business enterprisers, inventors, and those involved with "political and diplomatic reconstructions."
      • These are the individuals who cannot let well enough alone and speculate on how to change it.
    • Rentier (translated to English as the stockholder):
      • The routine, steady-going, unimaginative, conserving people.
      • These are the individuals whom the speculator manipulates.
  • This theory of Pareto's as an entire explanation of social groups is not fully accepted but it is recognized that these two types of human beings exist.
  • The nature versus nurture debate on whether they were born that way or if their environment and training made them that way is considered irrelevant.
  • It's suggested that there are large numbers of people whom no technique for producing ideas will ever help.
  • The speculators, or reconstructors, have at least the inherent capacity to produce ideas, and this capacity is not rare.
  • Therefore, it's assumed that if a person is fascinated by advertising, they are probably a reconstructor and have some creative powers.
  • These creative powers can be increased by making a deliberate effort to do so and by mastering a technique for their better use.
• COMBINING OLD ELEMENTS
  • Two important principles underlying the production of ideas:
    • An idea is a new combination of old elements
      • This is a key fact in the production of ideas
      • The importance of this fact can be seen clearly when discussing method
    • The capacity to combine old elements in new ways largely depends on the ability to see relationships
      • Minds may differ significantly in their ability to produce ideas based on how they perceive facts and their relationships
      • Some may see each fact as a separate piece of knowledge, while others may see it as a link in a chain of knowledge, having relationships and similarities with other facts
    • Example: The relationship between advertising and psychiatry
      • Psychiatrists have discovered the profound influence of words as symbols of emotional experiences
      • This discovery has implications for advertising, as changing a single word in a headline can significantly affect advertising response
      • Recognizing this relationship can lead to the extraction of a general principle, suggesting a new application or combination, and ultimately leading to a new idea
  • Cultivating the habit of mind that seeks relationships between facts is crucial in the production of ideas
  • Studying social sciences can be beneficial for advertising professionals in cultivating this habit
• TRAINING THE MIND
  • The important things to learn in any art are principles and method, including in the creation of ideas
  • Specific knowledge is less valuable, as facts can quickly become outdated
  • Understanding principles and methods is essential, as they form the basis of all ideas
  • In advertising, knowing specifics about types, costs, and deadlines is less important than understanding the principles and methods by which advertising works
  • The most valuable knowledge is not where to find a specific idea, but how to train the mind to produce ideas and understand the principles that are the source of all ideas
• IDEAS ARE NEW COMBINATIONS
  • Two general principles:
    • An idea is a new combination.
    • The ability to make new combinations is heightened by an ability to see relationships.
  • Ideas are produced through a definite method or procedure.
  • This technique of the mind follows five steps.
    • The first step is for the mind to gather its raw material.
    • Gathering raw material is not as simple as it sounds.
      • Materials to gather are of two kinds: specific and general.
      • In advertising, the specific materials relate to the product and the target audience.
      • General materials are continuous processes of gathering information.
  • An idea results from a new combination of specific knowledge about products and people, with general knowledge about life and events.
  • The construction of an advertisement is like the construction of a new pattern in a kaleidoscope.
  • Practical suggestions for material-gathering process:
    • Learn the card-index method for specific material gathering.
    • For storing up certain kinds of general material, methods like a scrapbook or file is useful.
• THE MENTAL DIGESTIVE PROCESS
  • Gathering material
    • The first step in the process is gathering material. This should be done thoroughly and diligently.
  • Masticating materials
    • Next, the gathered material needs to be processed, much like food being prepared for digestion. This process happens internally.
      • This involves exploring different aspects of the material, examining facts from different perspectives, and determining their meanings.
      • The aim is to find a synthesis where all the material comes together like a puzzle.
      • This process may yield better results when the facts are not looked at too directly or too literally, and instead their meanings are 'listened' for.
      • During this stage, small, tentative ideas may come to mind. Regardless of how incomplete or strange these seem, they should be recorded as they are precursors to the final idea.
      • After a while, this process may become tiring and seem pointless. However, it's important not to give up too soon and to continue trying to piece the puzzle together.
  • Letting the unconscious mind take over
    • Once the mind reaches a point of exhaustion and confusion, the problem should be completely put aside. This is the third stage of the process and is as crucial as the previous two.
    • At this point, the problem should be handed over to the unconscious mind to work on while the conscious mind rests.
    • Stimulating the emotions through activities such as listening to music, going to the theatre, or reading can help to stimulate the unconscious, creative process.
• CONSTANTLY THINKING ABOUT IT
  • Idea generation process:
    • Stage 1: Initial contemplation of problem or idea
    • Stage 2: Intense analysis and brainstorming
    • Stage 3: Rest and relaxation, allowing the mind to subconsciously process the problem
    • Stage 4: The "Eureka" moment - the idea or solution appears unexpectedly
  • Examples of idea generation:
    • Mary Roberts Rinehart in "Miss Pinkerton":
      • Character's idea comes while folding a newspaper, after giving up on a confusing problem
    • Discovery of half-tone printing process by Mr. Ives:
      • Idea came upon waking up, after a period of intense study and rest
  • Ideas often come after a period of rest and relaxation from the search
  • Sir Isaac Newton's discovery of the law of gravitation:
    • He claimed the discovery was made by "constantly thinking about it"
    • The actual solution likely came during a period of relaxation, such as a walk in the country
• THE FINAL STAGE
  • This stage involves bringing the idea into the world of reality.
  • The idea might not seem as marvelous as when it was first conceived.
  • Most ideas require patient refinement to fit the exact conditions or practical circumstances.
  • Many good ideas are lost due to the lack of patience to apply this adapting process.
  • It is crucial to submit your idea to the criticism of the judicious.
    • A good idea stimulates others to add to it, revealing overlooked possibilities.
  • The idea-producing process consists of five stages:
    • First, gathering raw materials relevant to your problem and enriching your general knowledge.
    • Second, mentally working over these materials.
    • Third, the incubating stage, where the unconscious mind does the work of synthesis.
    • Fourth, the actual birth of the Idea – the "Eureka! I have it'' stage.
    • Fifth, the final shaping and development of the idea for practical usefulness.
• SOME AFTER-THOUGHTS
  • After-Thoughts:
    • The author expresses appreciation for the feedback received from readers:
      • Gratifying feedback:
        • Some readers confirm the effectiveness of the author's prescriptions in their own creative work.
      • Feedback expanded the author's knowledge:
        • Some readers shared other literature references discussing the same subject.
    • Idea-Producing-Process:
      • The author re-emphasizes the importance of a diverse knowledge base in the creative process:
        • Personal reference: Living in New Mexico sparked interest in new subjects (Indian life, Spanish history, native handicrafts, primitive folkways, etc.) which in turn inspired a business idea and effective advertisements for it.
        • General principle: The reservoir of general knowledge and personal experiences often fuels creative ideas and effective advertisements.
        • Vicarious experience: This can be hugely expanded by living emotionally through diverse experiences and pursuing knowledge as an end in itself.
    • The role of words in the creative process:
      • Words are ideas in a state of suspended animation: mastering words can awaken these dormant ideas.
      • The importance of a rich vocabulary: Collecting words, like collecting ideas, can enrich the creative process.