How to Get Ideas. Jack Foster
that getting an idea is like creating a recipe for a new dish. All you have to do is take some ingredients you already know about and combine them in a new way. It’s as simple as that.
Not only is it simple, it doesn’t take a genius to do it. Nor does it take a rocket scientist or a Nobel Prize winner or a world-famous artist or a poet laureate or an advertising hotshot or a Pulitzer Prize winner or a first-class inventor.
“To my mind,” wrote the scientist and philosopher Jacob Bronowski, “it is a mistake to think of creative activity as something unusual.”
Ordinary people get good ideas everyday. Every day they create and invent and discover things. Every day they figure out different ways to repair cars and sinks and doors, to fix dinners, to increase sales, to save money, to teach their children, to reduce costs, to increase production, to write memos and proposals, to make things better or easier or cheaper – the list goes on and on.
Second, I like it because it zeros in on what I believe is the key to getting ideas, namely, combining things. Indeed, everything I’ve ever read about ideas talks about combining or linkage or juxtaposition or synthesis or association.
“It is obvious,” wrote Jacques Hadamard, “that invention or discovery, be it in mathematics or anywhere else, takes place by combining ideas… The Latin verb cogito, for ‘to think,’ etymologically means ‘to shake together.’ St. Augustine had already noticed that and had observed that intelligo means ‘to select among.’”
“When a poet’s mind is perfectly equipped for its work,” wrote T. S. Eliot, “it is constantly amalgamating disparate experiences. The ordinary man’s experience is chaotic, irregular, fragmentary. The latter falls in love or reads Spinoza, and these two experiences have nothing to do with each other, or with the noise of the typewriter or the smell of cooking; in the mind of the poet these experiences are always forming new wholes.”
“A man becomes creative,” wrote Bronowski, “whether he is an artist or a scientist, when he finds a new unity in the variety of nature. He does so by finding a likeness between things which were not thought alike before. … The creative mind is a mind that looks for unexpected likenesses.”
Or listen to Robert Frost: “What is an idea? If you remember only one thing I’ve said, remember that an idea is a feat of association.”
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