This is another useful list for producing ideas, following yesterday’s post on the stages of the creative process.
“…the habit of mind which leads to a search for relationships between facts becomes of the highest importance in the production of ideas.”
Literature is the original “inter-net,” woven of a web of allusions, references, and citations that link different works together into an endless rabbit hole of discovery. Case in point: Last week’s wonderful field guide to creativity, Dancing About Architecture, mentioned in passing an intriguing old book originally published by James Webb Young in 1939 — A Technique for Producing Ideas (public library), which I promptly hunted down and which will be the best $5 you spend this year, or the most justified trip to your public library.
Young — an ad man by trade but, as we’ll see, a voraciously curious and cross-disciplinary thinker at heart — lays out with striking lucidity and clarity the five essential steps for a productive creative process, touching on a number of elements corroborated by modern science and thinking on creativity: its reliance on process over mystical talent, its combinatorial nature, its demand for a pondering period, its dependence on the brain’s unconscious processes, and more.
Right from the introduction, original Mad Man and DDB founder Bill Bernbach captures the essence of Young’s ideas, with which Steve Jobs would have no doubt agreed when he proclaimed that “creativity is just connecting things”:
Mr. Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. It is a tribute to him that such scientific giants as Bertrand Russell and Albert Einstein have written similarly on this subject. They agree that knowledge is basic to good creative thinking but that it is not enough, that this knowledge must be digested and eventually emerge in the form of fresh, new combinations and relationships. Einstein refers to this as intuition, which he considers the only path to new insights. […]
Here are the 5 steps for creating new ideas:
- gathering raw material
- digesting the material
- unconscious processing
- the a-ha moment
- idea meets reality