idea generation

Ideas and bacteria have a lot in common. You can’t control them. You can’t create them out of thin air. Some are good, and some are bad. But you can design the best possible environment for the good ones to thrive and multiply, and that’s how we want to approach idea generation. We want to approach it like a great fermentation.

Our ideas appear primarily in one situation: when little else is occupying our thoughts…Good ideas require boredom. If you constantly ingest new information, the existing information can never be digested.