The magical ‘a-ha’ moment! Selling socks in threes instead of twos. Coming up with a good idea is really hard work, involving many different factors. For Wiseman it involves a type of thinking that operates independently of location: crowded street or apple orchard no matter.

People who have good ideas are skilled at priming themselves, feeding their brain with lots of diverse material and then giving it time to work at sifting through lots of ideas and thoughts. Wiseman believes the key to a successful idea is to allow many ideas to flow – good and bad – until the right one comes along. A scientific formula that reliably resulted in a breathtaking invention would be the ultimate of ideas. Or disposable socks.