The one-sentence summary

Gather both general and specific materials, ponder on the issue, then do something completely different for a while, and a decent idea will arrive.

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WHAT THE BOOK SAYS

  • Originally produced in 1965, this short book was arguably the first to attempt to explain how to generate an idea, and lift the veil of mystery from the creative process.
  • The author claims that the production of ideas is an operative technique – exactly the same as producing products on an assembly line.
  • As such, it can be learned, controlled and practiced in exactly the same way.
  • The Italian sociologist Pareto (who wrote in French) thought that the world could be divided into two types of people:
    1. The speculator – speculative, constantly preoccupied with the possibilities of new combinations.
    2. The rentier – the stockholder – routine, steady-going, unimaginative, conservative.
  • Nevertheless, even the conservative mind can be trained in the method by which ideas are produced. Here it is:
    1. Gather raw materials – there are two types; those specific to the issue in hand, and those that are general. (The latter should be collected all the time. This so-called fugitive material eventually finds its use when later combined with a specific need).
    2. Mental digestion – work over materials in the mind.
    3. Incubation – do something else while the idea synthesises.
    4. Eureka moment – the idea will appear apparently out of nowhere.
    5. Shaping – development to practical usefulness.

WHAT’S GOOD ABOUT IT

  • Two general principles make good sense:
    1. Ideas are merely new combinations.
    2. An ability to see new combinations is heightened by an ability to see relationships.
  • That’s why it pays to be a mental magpie – constantly on the lookout interesting things that may be of value later.
  • You can read this in twenty minutes and understand what to do.

WHAT YOU HAVE TO WATCH

  • Not much. It’s a discussion point, but one could argue that, even after reading this, a so-called ‘uncreative’ person could still fail to have a decent idea.