Here is the table of contents followed by an excerpt fromt the introduction:
Below is an excerpt from the introduction
PLANNED BRAINSTORMS
AVERAGE people can have ideas-and it is easier than you think. We generally assume that new ideas are created in one of two ways: either they are "sparked-up," or they come about through a coincidence. Typical of the idea arriving from coincidence is the story of O'Sullivan and the rubber heels. Being an electrical worker, O'Sullivan used to stand on an insulating rubber mat. One day the mat was stolen and he conceived the idea of attaching small pieces of rubber directly to his shoes.
A good illustration of the "spark" is the way in which the philosopher Nietzsche claims to have received his inspirations: "Suddenly, with ineffable certainty and precision, something becomes visible and audible that shakes one's soul in its foundation. Like lightning, an idea flashes out."
Both accounts are more anecdotic than true. Of course, some ideas do come out of the blue, but it would be impracticable to wait for them. The manufacturer of electric irons may need some unusual features for a new model, the storekeeper may need display designs for a row of windows, and the motion picture producer a batch of publicity ideas for the release of a new picture. These ideas cannot wait for accidents or unaccountable brainstorms. They must be on hand to meet a deadline.
People who make ideas their business have to learn how to develop them the "cold" way. They can see how a thought, new yesterday, points to another idea which will come up tomorrow. They know of the public's likes and how to translate them into new developments. They have found resources which are reasonably sure to provide inspirations for ideas. Some idea-men have put their know-how into certain rules, have made up their own, private formulas, which they use to conceive a new idea when one is needed. A few of the more amusing formulas have found their way into print:
Young lovers in a predicament is said to be one of C. B. Kelland's short-story formulas.
Insult 'em! Eddie Cantor declares that these two words give the formula for radio quips.
Girl plus gag makes news, Eyre Powell's formula for the publicity of a seashore resort.
On the following pages a great number of such formulas, as well as the technique for applying them, will be given.. The process is similar to solving a puzzle or answering a quiz in a popular magazine. The person who is a fair hand at such games will also be able to think up new ideas. And, as in a puzzle, the solution--or rather, one of the many solutions possible-will be supplied with each formula. The proof of the pudding is in the eating. In other words,, each pointer is followed through to at least one new idea in order to show that the formula really works.
These sample ideas are a unique feature of the book. They may be considered as a kind of free premium. If they are of any value in the reader's field of endeavor, he is welcome to use them. They will be referred to as proof-of-the-pudding or P 0 T P ideas.
The book is not encumbered with advice which may be found elsewhere, such as the technical side of advertising or design. If the reader masters such specialized skills, so much the better. His new ability to create ideas may tip the scales on the side of success. - Idea-men and idea-women win prestige, promotions, and financial success. Besides, they have more fun than other people.
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