The deepest cases of creativity involve someone’s thinking something which, with respect to the conceptual spaces in their minds, they  couldn’t  have thought before. The supposedly impossible idea can come about only if the creator changes the pre-existing style in some way. It must be tweaked, or even radically transformed, so that tho

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 pi

But the best solutions often come when you allow yourself to get comfortable with ambiguity. This is why people have aha moments in the shower. It was why Kabat-Zinn had a vision while on retreat. It was why Don Draper from Mad Men, when asked how he comes up with his great slogans, said he spends all day thinking and then goes to the movies.