Funny that, like ideas, we still don't know exactly where lightning comes from. But if you're looking for analogies, consider that lightning won't strike when there's no chance of a storm.In Cutting Edge Advertising, Ron Mather says, “You are more likely to come up with a great idea in a great agency than in a mediocre agency. I think it’s the atmosphere. Being around very good people in an environment that promotes great creative thinking.”Shazam!
Right on. And you have to prepare the mind. Do the research, spend the time thinking and throwing around ideas (good and bad), before that flash of inspiration can happen. Drag your socks across the carpet and build up the charge, so to speak.