This is also where the "Zest" comes in. Young notes that good ideas often spark more ideas. As you polish your initial thought, you will find that other people can help you expand it into something even better than you originally imagined.
Data regarding the specific problem, product, or audience you are focusing on (e.g., studying the consumer, the market). General Materials: a technique for producing ideas by james webb young pdf
(The Working Phase)
In this step, you take the newborn idea and subject it to reality. You ask: This is also where the "Zest" comes in
Young argues that producing ideas is not magic or innate talent — it’s a that follows a definite process, much like a manufacturing technique. An idea, he says, is simply a new combination of old elements , and the ability to make new combinations depends on seeing relationships between different facts or experiences. Data regarding the specific problem, product, or audience