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OPINIONS
John Patrick Grace: New book aims to inspire readers to come up with ideas
What a novel idea: A whole book entitled "How to Get Ideas. " In truth, the slender volume by West Coast advertising man Jack Foster has been one of the more intriguing reads I've done this year. And just possibly, it could be among the most useful books you could peruse for achieving your dreams.
"Hundreds of solutions exist for whatever problem you have," Foster says. " Ideas abound. Why aren't you finding them?" And, as you can well imagine, "problems" may be almost anything, from finding true love to fixing a marriage to getting out of debt, changing careers, or coping with assaults on your health or mental well-being.
Realize that ideas are "in the air," Foster insists. He tells the story of coming to another ad executive's office for a brainstorming session and having his colleague say, "Close the door. There are a lot of ideas floating around in here and I don't want them to get away." A very amusing anecdote, but the ad man was serious, and Foster obeyed by closing the door.
To sum up some of Foster's main points:
Have fun, he says, and quotes Charles Baudelaire as describing genius as "childhood recovered at will." Kids play but adults forget how to play. Children ask and ask and ask, Foster says. "They paint trees orange and blades of grass purple, and they hang firetrucks from trees."
To recapture a playful spirit, Foster suggests putting up a dartboard at work and having people compete during breaks. Also, have potluck lunches in the office. Sit on the floor and picnic together.
Get out of your rut. Drive a different way to work every day. Eat at a place you've never tried before. Invite someone for coffee who seems interesting but who you've never sat down and talked with at length. Read a book on a subject you don't know well. Take a painting class. Study Greek.
Just do something different, Foster says. Ideas will follow.
Improve your self image by believing more in yourself, your talents, your possibilities. Foster says that "what you think about yourself is the single most important factor in your success. " And then he quotes Henry Ford: "If you think you can or you think you can't, you're probably right. "
If you believe in yourself and set your mind on goals, "your mind will figure out a way to get there," Foster assures his readers.
Get over your fear of failing. The author cites Jerry Della Femina, one of advertising's most celebrated leaders, as saying, "Failure is the mother of all creativity. Failing sets you free to take chances."
Be persistent. And commit to putting your best ideas into practice. Foster's book -- despite his reputation as a crackerjack creative director at a major advertising agency -- was rejected by 43 publishers before San Francisco-based Berrett-Koehler signed it. Foster turned out to be right and the 43 rejecting publishers wrong, as "How to Get Ideas" has sold more 100,000 copies.
The lesson: If you believe you have something good to offer, don't give up. Somewhere there is someone who will agree with you and help you put the idea into motion.
But you have to keep believing, and you have to keep looking.
"How to Get Ideas" by Jack Foster is available through bookstores, BN. com or Amazon. com for $17. 95.
John Patrick Grace is a book editor and publisher. He lives in Huntington.
