It's happened to all of us: We're in the shower, or on a walk, and boom — a big idea or a brilliant solution appears out of nowhere. These sorts of insights often seem to arise without explanation. But researchers increasingly find there is a science to cultivating creativity. This week, social psychologist <a href="https://business.columbia.edu/faculty/people/sheena-iyengar">Sheena Iyengar</a> shares research and case studies of innovation, and discusses what these examples tell us about the alchemy of creative breakthroughs. Looking for a last-minute holiday gift for a fellow fan of Hidden Brain? Consider giving them a <a href="https://patreon.com/hiddenbrain/gift">gift subscription to Hidden Brain+</a>!

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