A Technique for Producing Ideas (Advertising Age Classics Library) Review

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(More customer reviews)I am not an advertising professional but in the profession of scientific research. Yet this book (which was written in the 1940s for advertising people) is just as relevant to my work as it is to anyone else who is a knowledge worker. This little book is one of the simplest summaries of commonsense---and articulating common sense is this book's greatest virtue. The book lays out a five step process for generating novel and not-so-novel ideas, articulating them, and giving them a life of their own. There are no examples, no case studies, just crisply articulated common-sense that you can put to immediate use. Everything that he says is stuff that you likely already know, so this is not one of those books that talks the lofty talk about "retraining your mind" and such obscure, undoable things. The idea in this book that most resonated with me was his comment that novel ideas are simply unusual connections among things that already exist and you might already know. The book takes about an hour to read from cover to cover (and I'm not even a fast reader).
Although Mr. Bernbach probably never intended this book for consumers like me in the scientific research profession, I'd bet my money that this little gem might be just as "duh" or "aha"-evoking to people in any other knowledge-intensive line of white-collar work. The only note of caution: This book was originally written in the 1940s and the gender bias ("the creative man," "he") is pervasive throughout its 48 pages.
If you are in a profession where your "wealth" is measured in intellectual output, this is some of the best seven dollars you can invest in your education. Highly recommended for anyone whose profession requires novelty, new ideas, and creativity. Buy---don't borrow--read, reread, and dog ear this little gem!

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A McGraw-Hill Advertising Classic

A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.

First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.

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recrEAtion: Realizing the Extraordinary Contribution of Your Enterprise Architects Review

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(More customer reviews)RecrEAtion is an engaging and informative read that, like FruITion before it, models a new kind of conversation for Enterprise Architects and IT leaders to have with the business leaders in their organizations. The book follows the adventures of Simon, a newly hired VP of enterprise architecture at a New York-based global company, on his journey away from an IT-centric view of EA to one that is much broader, in some ways looser and definitely more business focused. As in life (or business), not everything in the book is spelled out - Simon has to do some interpreting and creative work along the way, and sometimes he messes up. Watching that process is in itself informative. Each chapter ends with observations by the author about some of the metaphors that have been presented; this is a nice mechanism to reinforce key messages (or to clue in readers who might not be paying close attention!). Two key themes are that enterprise architecture should be about improving business performance by understanding and influencing key business performance metrics, and that enterprise architecture should not be about establishing a fixed end state but rather should enable ongoing performance improvement - pretty radical ideas in some quarters!
The author definitely takes some artistic license with the pace at which things happen -- Simon accomplishes in one around-the-world trip to various business units what would in reality take months or years along with a lot more planning and finesse than Simon has at his command. But the book is not meant to be especially believable - it's meant to be enlightening and instructive, and that it is, in spades. It's also a book you can read in an afternoon. I highly recommend it.

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Join Simon on a quest to uncover the value of Enterprise Architecture (and it`s not what you think it is!)
Simon is a seasoned Enterprise Architect who joins a corporation in New York as their first-ever Vice President of Enterprise Architecture. On his very first day, he meets the global Chief Executive Officer (CEO) who asks Simon What do you do? Simon`s reply triggers the CEO to respond in a way that our hero least expects. What follows is a journey across continents and oceans in which Simon uncovers the true meaning of Enterprise Architecture, who is doing it, and how successful they are.
On his travels, Simon teams up with senior executives around the world to integrate Enterprise Architecture into their strategies and business plans, and to innovate in the architecture of their enterprise. Everyone he meets has some wisdom to offer, and is looking for his in return. Finally, Simon has to make a choice between the kind of Enterprise Architect he used to be and the one he has become.
Join the characters in this sequel to the highly-acclaimed business novel fruITion, as they contribute to Simon`s journey and he makes his final choice. Share in his thoughts and experiences, and join the author in observing key messages along the journey.
Potts weaves another story of drama and intrigue which is a must read for any CEO or Enterprise Architect looking to design a business to achieve sustainable performance. As Enterprise Architects continue to discover their relevance and value-add, Potts lives up to his reputation by interrupting with a dose of common sense and challenging insights which will make business leaders pause and reflect.Chris ParkerSenior Vice President and CIO, LeasePlan Corporation
Just as the CIO has gained new responsibilities for more closely extracting business value from IT investments, the Enterprise Architect has acquired new and more strategic responsibilities for designing architectures which must also add value to the business. Chris Potts has once again laid out a needed roadmap for another critical IT function as it transitions from purely infrastructure design to a strategic executive partnership, advising the top management team on the shape and evolution of the architecture for the enterprise. It is his advice that comes none too soon as budgets are constantly decreasing, and we face increasing pressure from the creative destructive power of technological evolution. And Chris does it in his inimical story-telling approach that makes the comprehension of the concepts so accessible and fun. You feel like you are reading a thriller soon to be made into a movie. The book should be required reading for the CEO and all members of the executive team. Bravo, Chris!Dr. Andres FortinoAssociate Provost for Corporate Graduate Programs andIndustry Professor of Technology Management, Polytechnic Institute of New York University
RecrEAtion, Potts much-anticipated follow-up to fruITion, is second to none. Through a brilliant story as told by Simon the enterprise architect, Potts conveys the important message that an enterprise needs an enterprising and architecting culture to be successful as a coherent business. Architects in all sectors should read this book.Dr. John GotzeChief Editor, Journal of Enterprise Architecture, Partner, EA Fellows, and Founder, International Enterprise Architecture Institute

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