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Cheaper by the Dozen
by Mark Ury
Ideas are not a dime a dozen. They’re closer to $0.0001. That’s because they’re commodities. Everyone has them, everyone can think of them, and, as a culture, we’re saturated with them. Like most raw materials, ideas are worthless unless you turn them into something else, something of greater value.
How do you add value to ideas? With other ideas.
The concept of wit—one of our most enjoyable forms of ideas—is premised on taking one cliché and combining it with another to make something unexpected and remarkable.
An arrow pointing right is a cliché for a courier company. But burying it between the negative space of the “E” and “x” of FedEx makes it new. It makes the image memorable, if not surprising, and the idea valuable.

“You can’t teach an old dogma new tricks” is the written equivalent of the FedEx logo, as are many of Dorothy Parker’s best quips. “Take care of luxuries and the necessities will take care of themselves” and “It serves me right for keeping all my eggs in one bastard” whip two lazy ideas into shape and keep them marching for decades.
The economics of wit are 1+1=3. When your ideas are competing for a publisher’s or reader’s attention, those are valuable numbers to have on your side.
How do you create wit? The simplest technique is to tinker with clichés since they contain recognizable patterns that your audience can latch onto. For example, the cliché “ideas are a dime a dozen” gives you three things to mess about: ideas, money, and—thanks to the word “dozen”—eggs. If you were drawing, you might play with the notion of ideas as light bulbs and then substitute them for the eggs in a carton. You now have a new image to play with and the shadows of a scene. Who needs ideas? Inventors. But why cheap ones? Well, perhaps this inventor is down on his luck. Can’t you see him there at the register, digging into his empty pockets looking for a dime? Around him are other wealthy inventors, buying cartons of the stuff. But he can only afford one bulb for his last, terrible experiment…
The key to playing with clichés is to think visually AND conceptually. Sometimes the images line themselves up, like the example above. Other times, the concept is unlocked through narrative interplay. For instance, you might start with the visual of ghosts, creeping around in a mansion and scaring people. But then you flip to the narrative pieces and start toying with their DNA: the ghosts aren’t the antagonists. The ghosts don’t know they’re ghosts. The audience doesn’t know they’re ghosts. Before you know it, you’re in Spain with Nicole Kidman filming The Others.
In fact, if you want to study the blending of routine ideas into something fresh, Hollywood has a not unsuccessful record. Alien is the fusion of the shark thriller (Jaws) and outer space (Star Wars). Mad About You was pitched as thirtysomething, but funny. The Sixth Sense, Unbreakable, The Village—many of M. Night Shyamalan’s films—rely on flipping everyday ideas to produce entertaining new ones that “unpack” their meaning as you watch.
That’s the benefit of folding two ideas into one. The audience experiences it in reverse: one idea unfolds into two and the brain has the joy of connecting the dots to find the hidden meaning.
Don’t worry about great ideas. Look for everyday, unbankable ones. If you invest and repackage them, they’ll outperform your reader’s expectations.
That’s my two cents.
Mark Ury is the co-founder of Storybird.
If you’re a picture book writer, you’ve read hundreds of picture books. Maybe even thousands. (And if you haven’t, I’m sending you to bed without supper!)
I know you have favorites. But have you ever stopped to analyze why a picture book has earned your top rank? Is it the premise? The voice? The twist on the final page? Does the book’s heartfelt sentiment or cheeky sense of humor hook you? Is it all of the above?
Timothy Knapman’s Guess What I Found in Dragon Wood stands out among recent reads. Why? When I began Knapman’s story, I assumed it had a been-there-done-that premise: boy discovers a creature in the forest. But on the third page, I was thrown.
This is no ordinary boy-meets-dragon story. It’s dragon-meets-boy.
Told from the dragon’s point of view, Dragon Wood turns a common premise upside down. When the young dragon finds a boy “called a Benjamin,” he brings it home and asks his mom if he can keep it. Slowly the dragon uncovers strange facts about the human world—the Benjamin’s striped boots aren’t his feet, his eyes leak when he’s sad, and he loves a game involving a black and white ball. But the dragons have a tough time learning soccer. They just want to burn down the goalposts and eat the ball.
In Dragon Wood, young readers know more than the main character. And kids love that. Think about it—all day long they’re in school, being told how much they don’t know. When they can be smarter than a picture book character, it’s a fun feeling. (Just like when we adults are smarter than a fifth grader.)
Knapman’s book has several things going for it: surprise, humor, a unique voice, kid sensibilities and adult appeal. Let’s not forget that a picture book should keep the grown-up—the one with the wallet who’s reading—entertained as well.
When I boil this dragon tale down, it’s a story about friendship. I could also argue that it’s a book about the importance of family and finding one’s true place in the world. These are universal themes that will never go out of style.
As I come up with ideas this month, I think about the theme at its heart. Will my theme stand the test of time? Can I write this theme with humor and an element of surprise? What have I learned from Dragon Wood that I could apply to my own unique story?
Other favorites:
In Cressida Cowell’s That Rabbit Belongs to Emily Brown, the relationship between a little girl and her favorite toy is magic, a love that everyone can understand because they’ve experienced it, too.
In The Louds Move In by Carolyn Crimi, the author balances seven distinct characters—an entire family of Louds plus three quiet neighbors. Even the names are brilliant: Earmuffle Avenue, Miss Shushermush, Mr. Pitterpatter.
In Laurie Keller’s Arnie the Doughnut, I guffaw at its crazy, quirky humor. Arnie is alive—and the poor chocolate-frosted treat doesn’t realize that doughnuts are for eating.
Okay! Are you ready to try it? Go play with a favorite book. What do you love about it? How can you create something lovable?
So, how’s it going today?
Whistle while you write? You might not want to put your lips together and blow, but maybe a little music could lighten your mood…and your mind.
Last Sunday at the NJ-SCBWI picture book intensive, illustrator Leeza Hernandez led writers in a creativity exercise by playing random musical selections. The idea was to help us generate ideas. (Sound familiar?)
Leeza played two-minute tunes, and during each piece, she asked us to think of a single story element and write whatever came to mind.
So let’s try Leeza’s exercise today!
Go to Pandora.com.
Enter an artist or song. A new music station will be created for you, with songs similar in style to what you submitted. (Aim for instrumental, although music with lyrics will likely pop up. I entered “Vivaldi.”)
Alternatively, you can choose a genre station: classical, blues, dance and a dozen others.
Set your timer for two minutes. As the first song plays, focus on element #1 and write. Don’t stop until the timer goes off.
Next, click the [ |>> ] button on the Pandora player to switch to the next song. Now focus on #2 for two minutes.
New song, #3…and so on…
1. Character
2. Scene
3. Supporting Cast
4. Conflict
5. Emotion
6. Resolution
Leeza’s sixth instrumental did not conjure up a resolution for me. Instead, I envisioned a boy on a farm at sunset, herding all the rowdy animals into the barn for the night, only to have them escape again.
However, the boy in the musical mayhem was the character I created during the first piece—and I didn’t even realize it until I was done writing. I subconsciously felt a connection between the two songs.
Do I have a story? Maybe. Maybe not. But I do have some ideas that floated out of thin air. (Truth be told, I had just received an advance prototype of Michael Sussman’s IdeaCatcher.)
Being an illustrator, Leeza sketched her ideas as the music played. For #6, she drew herself jumping up and down, holding her published book.
Keep working on your ideas, PiBoIdMo’ers, and that image may be you, too!
So, how’s it going today? Care to share your musical thoughts?

I have been blessed to have my own informal mini-focus group for picture book ideas. I have been mentoring children alongside my husband Jason for over five years. If you listen really closely, kids will tell you what they want to read by the questions that they ask.
Jason and I thought deeply about the types of books that we would want our future child to read considering we are an interracial couple. We also observed the bond of friendship in those we mentor. A child may not be happy or outgoing but when he/she finds that special friendship, something magical happens. That magic belongs in a book to show children how important it is to be a great friend. 
So, why not use your own pets for inspiration? That’s what I did when I created my dynamic canine detective duo, Penny and Rio. My two real dogs (who are also named Penny and Rio) served as the creative map for my characters.
In this picture, Penny had just dug out our flower planter at the end of the deck. She used to lie in this for hours, just staring at the yard.

I am not like most writers. Ideas don’t just slam into me while I am out for a walk. I don’t get “Aha!” moments while luxuriating in a steamy tub. I have to work hard for my ideas. I have to dig deep to find them.
Brief Encounters of the Picture Book Kind

Jeannine Q. Norris
Inspire and Be Inspired: Volunteer

Everyone knows it can be tough coming up with story ideas. So, where do I get mine? Sal’s Literary Ideas & Auto Parts in South Boston. Sure, Sal’s prices are steep. But you can’t beat his 30-day warranty.
If none of this helps, consider purchasing my newly developed IdeaCatcher.













