A Technique for Producing Ideas

1. Ideas are Novel Combinations of Familiar Elements

An idea is nothing more nor less than a new combination of old elements.

The building blocks of innovation. Every groundbreaking idea is, at its core, a recombination of existing knowledge and experiences. True originality doesn't spring from a vacuum but from the ability to see new relationships between familiar concepts. This principle underscores the importance of breadth of knowledge and diverse experiences as fuel for creativity.

Kaleidoscope analogy. The mind is like a kaleidoscope, where existing pieces of knowledge are the colored glass. Each turn (or new problem) rearranges these pieces into novel patterns (ideas). The more diverse the pieces, the more unique and striking the potential patterns.

Examples of recombination:

• The smartphone: A combination of a mobile phone, a personal digital assistant, and internet connectivity.
• The printing press: A combination of the screw press, movable type, and paper production.
• Social media: A combination of personal communication, public broadcasting, and networking.

2. Cultivate a Mindset Open to Relationships and Connections

The capacity to bring old elements into new combinations depends largely on the ability to see relationships.

Connecting the dots. The ability to generate ideas hinges on seeing connections between seemingly disparate pieces of information. This involves actively seeking relationships, similarities, and underlying principles that link various facts and experiences. It's about transforming isolated data points into a web of interconnected knowledge.

Social sciences as inspiration. Disciplines like sociology, psychology, and anthropology offer valuable insights into human behavior and societal patterns. These insights can be translated into innovative advertising strategies by understanding the emotional and cultural contexts that influence consumer choices.

Examples of cross-disciplinary thinking:

• Applying psychological principles of persuasion to advertising copy.
• Using sociological insights about group dynamics to target specific demographics.
• Drawing inspiration from artistic movements to create visually compelling campaigns.

3. The Idea-Production Process: A Five-Step Technique

In the production of ideas the mind follows a method which is just as definite as the method by which, say, Fords are produced.

A structured approach to creativity. Idea generation isn't a mystical process but a systematic technique that can be learned and cultivated. This technique involves five distinct stages: gathering raw materials, mental digestion, incubation, the "Eureka!" moment, and refinement. Each stage is crucial, and skipping steps hinders the creative process.

The assembly line of ideas. Just as a car is assembled step-by-step, ideas are built through a series of mental operations. Understanding and consciously applying these steps can significantly enhance one's ability to generate innovative solutions.

The five steps:

1. Gathering raw materials (specific and general knowledge)
2. Mental digestion (exploring and connecting ideas)
3. Incubation (unconscious processing)
4. Idea birth (the "Eureka!" moment)
5. Refinement (practical application)

4. Gathering Raw Material: Specific and General Knowledge

In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events.

The foundation of creativity. The first step in idea generation is accumulating a diverse range of information. This includes both specific knowledge related to the problem at hand (e.g., product features, target audience) and general knowledge about the world (e.g., current events, cultural trends). The more comprehensive the knowledge base, the greater the potential for novel combinations.

Specific knowledge:

• In-depth understanding of the product, its features, and its benefits.
• Detailed knowledge of the target audience, their needs, and their motivations.
• Market research and competitive analysis.

General knowledge:

• Reading widely across various subjects (history, science, art, etc.).
• Staying informed about current events and cultural trends.
• Cultivating diverse interests and hobbies.

The card-index method. For specific material gathering, use 3x5 cards to write down items of information as you gather them. Classify them by sections of your subject.

5. The Mental Mastication: Digesting and Connecting

What you do is to take the different bits of material which you have gathered and feel them all over, as it were, with the tentacles of the mind.

The active processing of information. This stage involves actively engaging with the gathered materials, exploring their relationships, and seeking potential connections. It's a process of mental exploration, where you turn facts over in your mind, look at them from different angles, and try to fit them together like pieces of a puzzle.

Absentmindedness as a sign of creativity. During this stage, creative individuals may appear absentminded as they become deeply engrossed in their thoughts. This is a sign that the mind is actively working to process and connect information.

Tentative ideas. Write down partial ideas on paper. These are foreshadowings of the real idea that is to come, and expressing these in words forwards the process.

6. Incubation: Letting the Unconscious Mind Work

What you have to do at this time, apparently, is to turn the problem over to your unconscious mind and let it work while you sleep.

The power of unconscious processing. After actively engaging with the problem, it's crucial to step away and allow the unconscious mind to take over. This incubation period allows the brain to process information without conscious effort, often leading to unexpected insights.

Stimulating the imagination. Engage in activities that stimulate your imagination and emotions, such as listening to music, watching movies, or reading poetry. These activities can help to unlock new perspectives and facilitate the creative process.

Sherlock Holmes analogy. Sherlock Holmes would stop right in the middle of a case and drag Watson off to a concert. That was a very irritating procedure to the practical and literal-minded Watson. But Conan Doyle was a creator and knew the creative processes.

7. The Eureka Moment: The Idea Appears

Out of nowhere the Idea will appear.

The sudden emergence of insight. The "Eureka!" moment is the sudden and unexpected appearance of the idea. It often occurs when you're least expecting it, such as while showering, shaving, or waking up in the morning. This is the culmination of the previous stages, where the unconscious mind has been working to synthesize information and generate a novel solution.

Mary Roberts Rinehart's experience. "I can puzzle over a thing until I am in a state of utter confusion, give it up, and then suddenly have the answer leap into my mind without any apparent reason."

The importance of relaxation. The "Eureka!" moment is more likely to occur when you're relaxed and not actively trying to solve the problem. This allows the unconscious mind to work freely and make connections that might not be apparent during conscious thought.

8. Refinement: Shaping the Idea for Practical Use

In this stage you have to take your little newborn idea out into the world of reality.

From concept to reality. The final stage involves refining the idea and adapting it to the practical constraints of the real world. This may require further research, experimentation, and collaboration with others. It's about transforming a raw concept into a workable solution.

Seeking feedback. Don't be afraid to share your idea with others and solicit their feedback. Constructive criticism can help you to identify weaknesses and improve the idea's overall effectiveness.

Self-expanding qualities. A good idea has, as it were, self-expanding qualities. It stimulates those who see it to add to it. Thus possibilities in it which you have overlooked will come to light.

Last updated: April 1, 2025