An Extensive Browser For The Pattern-Making Machine

01/24/2015
ADVERTISING legend JAMES WEBB YOUNG ON THE PROFESSIONAL IMPORTANCE OF CROSS-DISCIPLINARY CURIOSITY.

technique-for-producing-ideas

“Every really good creative person in advertising whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested—from, say, Egyptian burial customs to modern art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk. […]

“The more of the elements of that world which are stored away in that pattern-making machine, the mind, the more chances are increased for the production of new and striking combinations, or ideas. Advertising students who get restless about the ‘practical’ value of general college subjects might consider this.”

—James Webb Young