Q. Has the new wave of research upended any of our popular notions about creativity?
A. Virtually all of them. Many people believe creativity comes in a sudden moment of insight and that this "magical" burst of an idea is a different mental process from our everyday thinking. But extensive research has shown that when you're creative, your brain is using the same mental building blocks you use every day—like when you figure out a way around a traffic jam.
Q. Then how do you explain the "aha!" moment we've all had in the shower or the gym—or anywhere but at work?
A. In creativity research, we refer to the three Bs—for the bathtub, the bed and the bus—places where ideas have famously and suddenly emerged. When we take time off from working on a problem, we change what we're doing and our context, and that can activate different areas of our brain. If the answer wasn't in the part of the brain we were using, it might be in another. If we're lucky, in the next context we may hear or see something that relates—distantly—to the problem that we had temporarily put aside.
Q. Can you give us an example of that?
A. In 1990 a team of NASA scientists was trying to fix the distorted lenses in the Hubble telescope, which was already in orbit. An expert in optics suggested that tiny inversely distorted mirrors could correct the images, but nobody could figure out how to fit them into the hard-to-reach space inside. Then engineer Jim Crocker, taking a shower in a German hotel, noticed the European-style showerhead mounted on adjustable rods. He realized the Hubble's little mirrors could be extended into the telescope by mounting them on similar folding arms. And this flash was the key to fixing the problem.
Q. How have researchers studied this creative flash?
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