By James Webb Young
A method for generating principles ,reveals an easy, brilliant idea-generation method that has stood the attempt of time.
First awarded to scholars in 1939, released in 1965, and now reissued for a brand new iteration of advertisements pros and others seeking to jump-start their inventive juices, this strong advisor info a five-step technique for accumulating details, stimulating mind's eye, and recombining previous components into dramatic new ideas.
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Extra resources for A Technique for Producing Ideas (Advertising Age Classics Library)
Balancing Your Resources and Your Opportunities 45 The opportunity cost is also balanced against risk. VaxGen’s risk is very high. ’’ The supply and demand forces are disconnected. The greatest need for the vaccine is in those countries that are least able to pay for it. A product that costs dollars per dose, even if it only requires a few doses, is out of the price range of many countries, as dramatically illustrated in Figure 2-2. Creating a product that your customer cannot afford is a risky proposition.
What problems tend to repeat at the top of your action list? To your team and yourself: ᮣAre we solving a real problem? Or do we have a solution in search of a problem? ᮣWhat are the unexpected common denominators among our end-users? Do these common denominators suggest more than a product line extension? ᮣAre we watching our sales team in case it finds unexpected markets? The Mystique and Challenges of New Markets ᮣWhat 17 do we have to do to be first to market acceptance? ᮣWhat are our customers doing in today’s market that we never expected?
Would not have needed to build an entirely different business structure to create the personal computer. Each of these companies recognized its organizational and people skill limits. They chose to go outside their normal corporate structures to bypass those limits. Before you venture into new markets, you should make an honest assessment whether your team’s ability to create is closer to Mitsubishi’s or to Apple Computer’s. Both are great organizations, but only one has a track record of new thinking and creating new markets.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young