By James Webb Young
“Creativity is not a talent. It is a way of operating,” John Cleese
Have you ever had an idea that came out of ‘nowhere’? That ‘nowhere’ is your subconscious doing the work for you as a result of (more than likely) following the simple, yet significant, steps in this concise and powerful book. It is essential to read if you’re in the business of coming up with ideas.
First published in 1965, it is as insightful today as it was then, with celebrated copywriters, designers, scientists, poets, engineers and painters all praising it’s influence over their processes, careers and work. It firmly banishes the idea that creativity is a gift—you can learn, practice and even get better at it. That’s not to say it is easy though, it requires a lot of hard graft. By providing a proven method to generating ideas (Gather, Think, Forget, Idea, Craft), Young’s unique insights can help unleash your creativity.