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Assuming we have a natural capacity for the creation of ideas, the practical question is: "What are the means of developing it?"
In learning any art the important things to learn are, first, Principles; and second, Method. This is true of the art of producing ideas.
Particular bits of knowledge mean nothing, because they are made up, of what President Hutchins has called rapidly aging facts. Principle and method are everything.
Thus in advertising, we may know the names of types, how much engraving cost, what the rates and closing dates are in a thousand publications; we may know enough grammar and rhetoric to confound a schoolteacher; and enough names of radio artists to hold our own at a broadcaster's cocktail party: we may know all these things and still not be an advertising man, because we have no understanding of the principles and fundamental methods by which advertising works.
On the other hand, we may know none of these things but have insight into advertising principles and method, so that by employing technicians to help us we may produce advertising results. Thus we sometimes see a manufacturer or merchant who is a better advertising man than his advertising agent or manager.
So with the art of producing ideas. What is most valuable to know is not where to look for a particular idea, but how to train the mind in the method by which ideas are produced; and how to grasp the principles which are the source of all ideas.