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.