Science is amazing. Neuroscience especially. It tells us how our brains work. Why we do what we do. Or don’t. Stuff we don’t even know ourselves. Science also confirms what artists have always known. That people are living, breathing paradoxes. At the same time, different parts of our brains are responding to different things. So we like familiar stuff. But we give our attention to new stuff. We’re built to follow the herd. But we also feel a deep need to be unique. We hate being told what to do. But if you tell us in the right way, we’ll do it. So it’s only logical that science will never give us the magic formula for creative ideas. Because science makes sense. And people don’t.