Mood is really the kite runner of everything that we do. It kind of flavors every activity. The same activity can feel very different as we all know, depending on the specific mood we're in. And similarly, creativity, people are suckers for creativity. When I organize a conference or seminar on creativity, the auditorium is packed. So specifically with creativity, we need to incubate in a way and we need to examine multiple alternatives. We have to do all these remote associations that are not the ordinary associations there to create a creative idea. Everything we know and everything we remember, everything we learn, everything we experience all connected to each other in our memory.

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