In the book, you talk about that classic eureka narrative of archimedes. And we're not actually a hundred % sure that the story of hiron and the crown and archimedes getting into the bath is close to what happened. But in order for any of those mechanisms to be put into action, you need to arrange the conditions. Conditions could be social conditions or they could be about freedom to experiment tey,. Could be about ability to communicate your ideas. Or theye could be individual conditions. One of the individual conditions, it seems to me, that helps people to innovate is e is er, getting in the floe - michal cheeksant mackay