If you ask me why I am willing to give away the valuable formula of this discovery I will confide to you that experience has taught me two things about it: First, the formula is so simple to state that few who hear it really believe in it.
Second, while simple to state, it actually requires the hardest kind of intellectual work to follow, so that not all who accept it use it.
– A Technique for Producing Ideas by by James Young
Collected Reading 