How to Get Ideas

HOW TO GET IDEAS This page intentionally left blank HOW TO GET IDEAS Second Edition Jack Foster Illustrations by Larry Corby How to Get Ideas Copyright © 2007 by Jack Foster All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below. Berrett-Koehler Publishers, Inc. 235 Montgomery Street, Suite 650 San Francisco, California 94104-2916 Tel: (415) 288-0260, Fax: (415) 362-2512 www.bkconnection.com Ordering information for print editions Quantity sales. Special discounts are available on quantity purchases by corporations, associations, and others. For details, contact the “Special Sales Department” at the Berrett-Koehler address above. Individual sales. Berrett-Koehler publications are available through most bookstores. They can also be ordered directly from Berrett-Koehler: Tel: (800) 929-2929; Fax: (802) 864-7626; www.bkconnection.com Orders for college textbook/course adoption use. Please contact BerrettKoehler: Tel: (800) 929-2929; Fax: (802) 864-7626. Orders by U.S. trade bookstores and wholesalers. Please contact Ingram Publisher Services, Tel: (800) 509-4887; Fax: (800) 838-1149; E-mail: customer.service@ingrampublisherservices.com; or visit www.ingram publisherservices.com/Ordering for details about electronic ordering. Berrett-Koehler and the BK logo are registered trademarks of Berrett-Koehler Publishers, Inc. Second Edition Paperback print edition ISBN 978-1-57675-430-6 PDF e-book ISBN 978-1-60509-301-7 2009-1 Text design by Detta Penna Illustrations and cover design by Larry Corby T the three best ideas o I ever had— My wife, Nancy, and my sons, Mark and Tim This page intentionally left blank Contents Preface ix Acknowledgments xiii Introduction: What Is an Idea? 1 Part I: T Ways to Idea-Condition Your Mind en 1. Have Fun 2. Be More Like a Child 3. Become Idea-Prone 4. Visualize Success 5. Rejoice in Failure 6. Get More Inputs 7. Screw Up Your Courage 8. Team Up with Energy 9. Rethink Your Thinking 10. Learn How to Combine 12 15 25 35 51 59 67 83 93 101 117 Part II: A Five-Step Method for Producing Ideas 11. Define the Problem 12. Gather the Information 13. Search for the Idea 14. Forget about It 15. Put the Idea into Action Notes 185 Index 199 About the Author 211 About the Illustrator 213 129 131 145 157 165 173 This page intentionally left blank Preface F or seven years I helped teach a 16-week class on advertising at the University of Southern California. The class was sponsored by the AAAA—American Association of Advertising Agencies—and was designed to give young people in advertising agencies an overview of the profession they had chosen. One teacher talked about account management. One teacher talked about media and research. And I talked about creating advertising. I talked about ads and commercials, about direct mail and outdoor advertising, about what makes good headlines and convincing body copy, about the use of music and jingles and product demonstrations and testimonials, about benefits and type selection and target audiences and copy points and subheads and strategy and teasers and coupons and free-standing inserts and psychographics and on and on and on. And at the end of the first year I asked the graduates what I should have talked about but didn’t. “Ideas,” they said. “You told us that every ad and every commercial should start with an idea,” one of them wrote, “but you never tol