my name is jonah lehrer, i am a science writer and i've got a new book called "imagine: how creativity works." ♪ >> every creative journey begins with a problem. the solution doesn't come in drips and drabs, rather the inter shocks us with its completeness. >> for me imagine really began with the mystery of the moments of insight. when you have one of those epiphanies in the shower, i was really befuddled by how that happens. people have been thinking about epiphanies for a long, long time. everyone from archimedes to newton to einstein, but i think what has changed now is for the first time we have these scientific tools that allow us to study what's happening inside your brain. inside these three pounds of meat when you have one of these moments of insight. ♪ then the question becomes, how do you get a moment of insight. i think most people assume that when you are working on a really difficult problem, that what you should do is get juiced on caffeine. to chain yourself to your desk, to keep on starring straight ahead at your computer screen. but that turns out to be exactly backwar