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How to Get Ideas
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Most people would agree that to get an idea you must first gather all the necessary information; second, work at finding an idea; and third, forget about it and wait for inspiration to hit. The third part's easy, but hardly anybody tells you how to do the first two. Worse, nobody tells you how to condition your mind before you set out on your journey. And if your mind isn't idea-conditioned it doesn't make any difference if you know the steps; you'll never reach the ideas you're capable of creating. For, telling a person who isn't idea-conditioned how to generate ideas is like telling a person with weak legs how to high jump. How to Get Ideas starts by defining an idea as "nothing more nor less than a new combination of old elements." Then it uses that definition as a springboard to discuss how to get them. The first seven chapters deal with the things you must do to condition your mind to be ripe and ready for idea creation. These fun but effective methods range from "Be more like a child" to "Screw up your courage." Chapters 8 through 11 explain, in more specific detail, the actions that you make in order to get an idea, looking at, defining the problem, gathering information, and purposefully "forgetting about it." Lastly, after developing a methodology for creativity and idea generation, the book goes on to explain how to put your ideas into action. This new edition will additionally include 2 new concepts. One that focuses on how to "rejoice in failure" -- showing how one can reframe apparent defeat to be a major generative source for powerful new ideas. The other will explain the importance and the details behind the construction an environment that is ripe for idea creation.
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Table of Contents

Introduction: What is an Idea? Chapter 1: Have fun Chapter 2: Become idea-prone Chapter 3. Set your mind on goals Chapter 4: Be more like a child Chapter 5: Get more inputs Chapter 6: Screw up your courage Chapter 7: Learn how to combine Chapter 8: Define the problem Chapter 9: Gather the information Chapter 10: Search for the idea Chapter 11: Forget about it Chapter 12: Put it into action

About the Author

Jack Foster spent thirty-five years working in creative departments of major advertising agencies; the first ten as a writer, the last 25 as a creative director. He has helped create advertising for scores of companies including Carnation, Mazda, Sunkist, Mattel, Albertson's, Ore-Ida, Suzuki, Universal Studios, Rand McNally, and Smokey Bear. He is a recipient of the Los Angeles Creative Club's "Creative Person of the Year" award. I was born in London, England. It was raining. After fifteen years of studying Latin I decided to go into advertising. My first job was as an apprentice at an advertising agency called Graham and Gilles. I changed the water pots for the art directors (they painted layouts with watercolours in those days) and made them tea. This was before magic markers. This was even before rubber cement-I'm that old. It was raining. It was always raining, and I was watching my favourite programme at the time- 77 Sunset Strip. I said, oAh, sun, palm trees, women.o My dad gave me a one-way ticket.

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