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A Technique for Producing Ideas James Young
Publisher: McGraw-Hill

Published sometime in the 1940s. [] His book, A Technique for Producing Ideas, is still available today. Turns out this guy's a thought leader in the science of creativity. From "A Technique for Producing Ideas" by James Webb Young. A Technique for Producing Ideas. Not to you, of course, because I know that you personally have no particular anxiety about your ability to produce great ideas on demand. I think that is why once a year or so I reread a book by James Webb Young entitled “A Technique for Producing Ideas”. It's a classic to the advertising world. He is a predecessor of Draper Daniels, the real person on whom Don Draper is based. A lot of what I do in my worklife involves helping people to be creative. Young is known by many as the father of modern advertising (don't hate him). I see really great design as perfecting the lifelong balancing act between brilliant execution and an exciting idea. I have heard the name Jonah Lehrer 5 times the past two weeks in disparate settings. A McGraw-Hill Advertising Classic A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.