James Webb Young(2003); A Technique for producing Ideas; The McGraw-Hill Companies

"After studying the success of Mr.Kobler's American Weekly, you may come to a conclusion that it rests on just one thing: It does not sell space, it sells ideas."

So what an idea is:
"An idea is nothing more nor less than a new combination of old elements."

So, how to come up with a big idea:
"You will find between every product and some consumers, there is an individuality relationship which may lead to a new idea."

"The key element in communications success is the production of relevant and dramatic ideas."