JAMES WEBB YOUNG READINGThe two things experience taught him about his formula●1st, the formula is so simple to state that few who hear it really believe in it. 2nd, while simple to state, it actually requires the hardest kind of intellectual work to follow, so that not all who accept it use it. The steps in the creative process ●1) gathering material, 2) intensely working over the material in your mind (will try to put ideas and info together, soon will get tired) 3) stepping away from the problem(let problem go to unconscious mind), 4) allowing the idea to come back to you naturally, and 5) testing your idea in the real world and adjusting it based on feedback. Step 1: gather new material. This includes specific material (related to the product or task) and general material (fascination with a wide range of concepts). Step 2: work over the materials in your mind. Mentally “chew” your new material by looking at the facts from different angles and experimenting with fitting ideas together. Step 3: put the problem completely out of your mind and go do something else that excites you and energizes you. Step 4: your idea will come back to you with a flash of insight, only after you have stopped straining. Step 5: shape and develop your idea into practical usefulness. Put your idea out into the world, submit it to criticism, and adapt it as needed. Specific vs. general information ●This is the material you need to gather in step one. Specific info: those relating to the product and the people to whom you propose to sell it. We constantly talk about the importance of having an intimate knowledge of the product and consumer, but in fact we seldom work at it. Go out and really study the people. most people stop too soon. If the surface differences are not striking, we assume that there are no differences. But if we go deeply enough, or far enough, we nearly always find that between every product and some consumers there is an individuality of relationship which may lead to an idea. Soap example-study done which looked at soap to skin and hair relationship-fair sized book came out of it; ideas came out of it too. General knowledge-The greatest way to develop general knowledge on a subject is to get genuinely interested in something. Living in a curious way and becoming fascinated with things is a fantastic way to live and it will ensure you never run out of ideas.The more general knowledge you have, the more opportunity you have for creating new relationships and connections between ideas. In advertising, an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events. A great many ideas are lost in the final stage. The idea man, like the inventor, is often not patient enough or practical enough to go through with adapting his ideas to fit the actual conditions of the world.