Stuck? … Walk Away

A Technique for Producing Ideas by James Webb Young.

This book is a staple for anyone in the Advertising business, or really anyone interested in implementing a consistent process for creation. Creation can be many things, like writing a book, developing an advertising campaign, composing a song, or launching a start-up. Young breaks down the process of producing ideas into repeatable steps. The simplicity of these steps seemed to initially even catch the author a bit by surprise. I was fascinated by the concept that there was a methodical process for creativity.

Here is a breakdown of Young’s process:

Step #1 - Gather Data. It can be a specific research mission, or diving into something just for the enjoyment of learning. Let your curiosity lead you.

Step #2 - Mental Digestion. At this point, try to identify any connections or potential relationships between the different pieces of information.

Step #3 - Incubation. Stop all direct effort. Go listen to music or go for a walk. Take a shower. Meditate. Let your subconscious take over for a bit.

Then, usually, when you least expect it, an idea is born. 

Some would say the hard part starts at this point. The more you exercise your creativity, the more bad ideas you generate. The more bad ideas you generate, the higher chance you land on something really interesting.