James Webb Young was an ad executive in the heyday of advertising, but I refuse to make a Don Draper joke. Moving on quickly, Young once gave a presentation to the School of Business at the University of Chicago and then, after a process of refinement, turn it into a book that clocks in at under sixty pages. And yet, it offers a very cogent and powerful process for developing ideas.
Because the book is so short and the argument so simple I hesitate from saying too much more about it for fear of giving it all away. However, I will say that if you have decided to not read this tiny and yet powerful book, then do a quick search. You’ll find a few posts out there from less “honorable” blogs that will undercut book sales.