Creativity shouldn't be seen as something otherworldly. It shouldn't be thought of as a process reserved for artists and inventors and other 'creative types.' The human mind, after all, has the creative impulse built into its operating system, hard-wired into its most essential programming code. At any given moment, the brain is automatically forming new associations, continually connecting an everyday x to an unexpected y.

Proust Was a Neuroscientist (ed. Houghton Mifflin Harcourt, 2008) - ISBN: 9780547394282