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Persistence and variety. These are the two primary ways to develop great ideas or to solve important problems.
Keep leaning your head against a topic for a long time. Certainly for weeks, possibly for years. And along the way, try many lines of attack. Continue to generate options, explore paths, and propose silly ideas. Copy and paste concepts from widely different disciplines and see if it gets you anywhere. All the while, continue to refine the best solution you've found thus far.
What looks like genius may simply be the byproduct of persistence and variety.
Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
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