Eight Ideas for Coming Up with New Ideas. Imitating Einstein, Churchill and Other Great Thinkers.

Written by Walter Burek


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5. FURNISH THE UPSTAIRS ROOM. The legendary ad man, James Webb Young, believed that in advertising, "an idea results from a new combination of specific knowledge about products, and people with general knowledge about life and events." That requires more than reading business memos, trade journals and The New York Times. It means doing things like getting out torepparttar movies and theater often. Visiting museums. Reading books on odd subjects just forrepparttar 100963 fun of it. Re-reading classic novels. Listening to music, from classical to country to hip-hop. Do all of it or as much as you can. David Ogilvy encouraged his employees to be "relentlessly curious" about all knowledge that crossed their paths, so that they might "possess a well-furnished mind."

6. COLLECT WORDS. Words are ideas, too. The semanticist, S.I. Hayakawa, in his Language in Thought and Action referred to words as being symbols of ideas and, thus, "we can collect ideas by collecting words." James Webb Young, writing on this subject said, "The fellow who said he tried readingrepparttar 100964 dictionary, but couldn't getrepparttar 100965 hang ofrepparttar 100966 story, simply missedrepparttar 100967 point: namely, that it is a collection of short stories."

7. SAY NO TO "YES, BUT..." Coming up with a new idea is almost always only halfrepparttar 100968 battle. Because just as sure as you are that your idea is different and unexpected, you can count on somebody being there to offerrepparttar 100969 comfort and safety of "yes, but-land." Don't go there. Resist. Build a strategy and fight. And keep fighting. Rememberrepparttar 100970 words of wise, old Anonymous: "Every great oak was once a nut that stood its ground."

8. HAVE FUN. Even though, at one time or another, you have probably blamed it for everything from your bad habits and insomnia to your kid's need for braces, you still have to admit that marketing communications isrepparttar 100971 toy department ofrepparttar 100972 business world. Enjoy.

Walter is an award-winning advertising copywriter who writes, edits and publishes "Words @ Work", a FREE bimonthly newsletter of advice and information about writing that works. Subscribe by visiting www.walterburek.com or via e-mail to: walter@walterburek.com


We are advertising BACKWARDS and don't realize it!

Written by Jerry Klabunde


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visit www.effectiveadvertising.com. I cover as much as I can onrepparttar site. Honestly, it would almost takerepparttar 100962 entire Interenet or more forrepparttar 100963 full story. Join us, we don't bite and we have a lot of success and fun leaning and sharing what we know about today's advertising. We welcome you!

Jerry Klabunde Psident and Owner Effective Avertising and Associates http://www.effectiveadvertiising.com jerry@effectiveadvertising.com

Voice of America, Radio Free Europe, Major Traditional Media Properties, Academic, Several Degrees, Pratical Experience Studing Advertising and it's Efficiency. There are "parts" missing that is keeping it from being a communication.


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