A Technique for Producing Ideas (Advertising Age Classics Library)
ISBN: 0071410945
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http://www.amazon.com/Technique-Producing-Advertising-Classi...
is short and sweet.
Bascially,
1. ideas are novel combinations
2. immerse yourself in information from many disciplines
3. think of combinations
4. Go away from it -- do something else
5. An idea comes to you
6. refine it