Author Topic: Where Ideas Come From by Tommy Hill  (Read 2133 times)

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Where Ideas Come From by Tommy Hill
« on: April 03, 2008, 04:18:19 pm »
Benjamin Franklin, bothered by the need for two pairs of spectacles, one for distance and one for things nearby, came up with the idea for bifocals.
Successful concepts are not complicated. They are relevant and easy to understand.
The best advertising ideas are frequently marketing ideas that are built into products.  The Sony Walkman added a headset to a tape player to create mobile music, for walking or jogging.

eBay combined the appeal of a flea market with the internet to create an online auction site.

These illustrate the first (and most comforting) principle – creativity doesn’t create something out of nothing. It uncovers, selects, reshuffles, combines, synthesizes already existing facts, skills, and ideas. That’s what Arthur Koestler, in his landmark book The Act of Creation, calls “bisociation,” a fancy word for putting existing ideas together to create something “original” – like linking the computer to telecommunication to create the internet. So the object is not something “New” but a new combination of existing elements. One of the founding fathers of information technology (and of Intel and miniaturization), Carver Mead claims to have never had an original idea. 

The article is brought to you by Tommy Hill at:
OPPA Marketing (Organize Planning Preparation Action)
About the Author: Tommy Hill has been in advertising and
marketing for the last several years. He is a full time Home
Business Professional. For more information please visit

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