I am not going to lie, I was drawn to this book purely because of its size! I thought, “can I really learn something useful from a book only 47 pages long?” I am delighted to say I did, and it didn’t hurt to do so. It was easy to read, flowed well and had enjoyable similes such as, “For it is with the advertising man as with the cow: no browsing, no milk”.
Young’s book believe it or not came across as if it was padded at first, but the run up to his ‘technique’, where you do lots of nodding in agreement, did give it more substance. I don’t think his five-step method would seem as interesting or respectable without it, which in a nutshell is:
1. Gather raw materials
2. Work over them
3. Stop actively thinking of it/ them
4. Give birth to an idea
5. Shape the idea
His ‘technique’ taught me (as Andy put it) that you don’t have to lock yourself in an empty room for hours and hours until you come up with something and that being organised is a good thing – which I always like to hear. This book is short and sweet and proves that…. Yes I am going to say it… size doesn’t always matter… sorry!
