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A step-by-step technique for sparking breakthrough creativity in advertising--or any field

Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea--and once and for all lift the veil of mystery from the creative process.

"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. The results of many years in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes this point vividly for us but shows us the road to that goal."
--William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach Inc.

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    A Technique for Producing Ideas

    This is a short but powerful book. James Young captures the essence of how to create a great "idea factory" that you will discover in less than 10 minutes. The heart of Young's system is to have & hold an insatiable curiosity for all things. The mind then does what it does best... Discovering patterns or inter-dependent relationships between data. The more data, the more information to correlate. His description of the mind as a kaleidoscope is perfect. It is from this twisting and turning of patterns in the mind that produces the "aha" moments and breakthrough ideas. Young's story helps you understand how creative genius works. But alway stay thirsty for knowledge!


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