Observation is perception with a purpose. You can be responsive to sensations without either perceiving or observing. This is usually called thoughtlessness, wool gathering, or mind wandering. As has been well said, “Every normal creature has seen the lightning flash, but Benjamin Franklin observed it.” Extend your eyes and your ears into unfamiliar matters and consider continually how some idea gleaned from one of these fields can be put to use by you in your own project. Listening, too, which is much more than keeping your mouth shut, should be cultivated observantly with a view to accuracy and precision.
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Most people have considered creativeness an elusive ability that is born, not made. They look upon a new idea as an accident that descends from the ether and just dangles before the eyes of some fortunate person. But as we shall see, there is no mystery or magic involved. The whole problem resolves itself merely into getting the right combinations of old ideas or parts of old ideas int a new, practical or interesting arrangement.
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Unfortunately we are not always so successful when we have to produce an idea out of nothing. It is the people with ideas who win most of the desirable places in the world. The person who can create something new and different is wanted—and rarely by the police! He is in demand for his ability to develop ideas. Those who achieve conspicuous success in business and advertis ing, in radio, drama, literature, journalism, in politics, so ciety, and indeed all the professions and walks of life can attribute the large portion of their success to their capacity for getting and using their ideas.
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