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“How to get ideas” by Jack Foster

Great book: funny, interesting, practical and to the point. Book will be especially useful for creative people who works in advertising, because author worked as creative director in a lot of advertising agencies and have 40 years of experience in this area.
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This book will make you laugh, think and teach on how to produce ideas. It’s actually may be really simple process (to create ideas) if you know the right steps for it.

Here is what I’ve learned from this book:

First you need to Idea-condition your mind. For that there is 10 steps:

1. Have fun. 
“People with ideas are never serious”.

2. Be more like a child. 
“Children break rules, because they don’t know that rules exist.”

3. Become Idea-prone.
“The ones who come up with ideas know that ideas exist and know that they will find those ideas.”
“There is always another idea, always another solution. Accept it.”

4. Visualize Success.
“So if you want to get ideas, imagine having gotten them”.

5. Rejoice in failure.
“The only way to know that you`ve gone far enought is to go to far. And going far is called failing.”

6. Get more Inputs.
“Looking requires no effort at all. It`s as easy as breathing. Seeing is different, it requires effort.”
“The more things you remember, the more things you`ll have to combine in order to form new ideas.”

7. Screw up your Courage.
“Never look at rejection as a defeat. It`s an opportunity to do something better.”

8. Team up with Energy.
“There is strenght and spice and adventure and excitement and vitality and life and newness and power and energy in variety; in sameness there is lethargy.”

9. Rethink your thinking.
“Next time you have problems solving a problem ask yourself: What assumptions am I making that I don`t have to make? What unnecessary limitations am I putting on myself?”

10. Learn how to combine.
“Here are some suggestions that will help to combine old elements in order to create new idea:
– look for analogues
– break the rules
– play “what if”
– look to other fields for help
– take chances.

If you’ll do all of that or even half of that, you’ll surely come up with variety of ideas for your projects.
And when you have difficulties to think of new idea, just forget about it for awhile. Do other tasks, go for a walk, go to sleep. Let your subconscious come up with idea for you. And then, when you’ll come back to it, your mind surely will slip up a couple of new ideas for you.

Let me know if you read this book and if you liked it, and what you took from it for yourself :)

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