Eureka or aha moments are what psychologists call “insight”. This form of creativity is the sudden experience of comprehending something that you didn’t understand before, connecting or combining concepts that form something new. This sudden clarity is also de!ned as imagination and is not only a building block of creative schools, but it also underpins creative problem-solving.
Insights have distinct features – since we can’t demand them, we need to learn how to allow them.
This is why Design Thinking doesn’t make you any more creative than a brainstorming session. While Design Thinking has processes that have a purpose, it is incorrect to presume they make you more imaginative and therefore creative.
Trying to control imagination is the opposite of what is necessary to generate original ideas. Imagine holding a proverbial gun to one's head to compel them to write a hit song – it’s just not the way we work.
Another lesser-known feature of “insight” is that it is a visual skill. Even the very word “insight” is made up of a visual connotation “in sight”.
As Neuroscientist and author of The Eureka Factor: Creative Insights and the Brain - Professor John Kounios writes:
“The other key feature of insights is that they yield, often literally, a different way of looking at things......That’s why people often use expressions such as 'seeing things in a new light' or 'seeing things from a different angle' to describe insights"