Five steps for creating a new idea
This short, creative self-help book was written in the 1930s by an ad exec and it is, by far, the most useful text I’ve come across on the subject of creating new ideas.
“An idea is nothing more nor less than a new combination of old elements … This technique of the mind follows five steps. I am sure that you will all recognize them individually. But the important thing is to recognize their relationship and to grasp the fact that the mind follows these five steps in definite order — that by no possibility can one of them be taken before the preceding one is completed, if an idea is to be produced.”
The steps — summarized as succinctly as possible — are:
Gather raw material — specific and general. In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events.
Masticate your material — take the different bits of material which you have gathered and feel them all over, as it were, with the tentacles of the mind. Make connections. Write every new thought down. Do this until you are beyond tired and even then go further.
Make absolutely no effort of a direct nature — drop the whole subject and put the problem out of your mind. Watch a movie. Listen to music. Go for a walk. Sleep.
Out of nowhere the Idea will appear — this is the way ideas come: after you have stopped straining for them and have passed through a period of rest and relaxation from the search.
Take your little newborn idea out into the world of reality — do not make the mistake of holding your idea close to your chest at this stage. Submit it to the criticism of the judicious.
“When you do this, a surprising thing will happen. You will find that 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.”