David Sloly talks about where ideas come from at a Bath and Bristol Marketing Network event.

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4. The accidental creative director – I was just interested in ideas…
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5. I don’t need to teach you how to suck eggs – good ideas have impact and get noticed / good ideas communicate / good ideas can be persuasive for creating change / good ideas are seductive / good ideas get passed on by others, that is viral,
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6. Creativity is Not just for the creative dept – time sheets ;)
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You ever wondered where good ideas come from? How come some people are just great at coming up with them?

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Ideas start life as problems If you held up your hand… you simply don’t have enough problems!

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A problem is an obstacle which makes it difficult to achieve a desired goal, objective or purpose. It refers to a situation, condition, or issue that is yet unresolved.
If you are faced with a question, and you find an answer, you have no problem. If you are faced with a question, and there is no apparent answer, you have a problem.

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Whats the problem? Does it really

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Rewind to 1960 American advertising – a time where
james webb young, a creative copywriter is typing away in his Madison Avenue office. Thinking and creating ideas for his next campaign.
A may have looked something like this…

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Less than a mile along the road a newspaper team are assembled. They have a problem: the competition have stopped selling advertising space in magazines and started selling ideas.
The news moguls rapidly dispatch a man to ask James Webb Young: How do you come up with ideas?

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Less than a mile along the road a newspaper team are assembled. They have a problem: the competition have stopped selling advertising space in magazines and started selling ideas. The news moguls rapidly dispatch a man to ask James Webb Young: How do you come up with ideas?

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JWY thinks the question is silly and laughs the newspaper guy out of the office.
But it gets him thinking where do good ideas come from?

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JWY thinks the question is silly and laughs the newspaper guy out of the office. But it gets him thinking where do good ideas come from?

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after you have studied a problem from every angle GUESS WHAT: you’re more confused than ever!

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The second stage of coming up with ideas is get your first ideas out of your system
The more stupid the better.
Get out the corny, the rude and the puns – get them out

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Stop thinking about the subject and let your subconscious go to work
This is the bit where your subconscious goes to work and solves in order to solve the problem for you
try juggling1

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Most renown scientists, writers, composers and historical figures attribute their success to the power of the subconscious. The subconscious mind takes instructions from the conscious mind without questioning the subconscious never acts on its own without direction. It is unable to reason, and simply accepts all the information that you feed it because it is unable to distinguish between what is reality and what is not.

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the forth stage . Be ready for ideas to flow at any time having a drink in a bar shower running being with a group of like minded people

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Shape and develop the idea for practical usefulness
Share the idea with others

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That was the 1960’s, we have come a long way since then, and much in the world has changed. Yet the fundamentals of Young’s book still remain beneficial for achieving quality creative that delivers a big idea. So to totally discard the thinking would be a folly.

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our brains have been solving problems for 1000’s of years – good ideas come from our minds BUT only when we follow the five stages

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Shape and develop the idea for practical usefulness
Share the idea with others