Below, George Newman shares five key insights from his new book, How Great Ideas Happen: The Hidden Steps Behind Breakthrough Success.

George is an associate professor at the Rotman School of Management at the University of Toronto, and he has spent his career trying to unravel the mysteries of what creativity is and where it comes from. His research has been featured in the New York Times, The Economist, BBC, Scientific American, Forbes, The Wall Street Journal, and The Washington Post.

What’s the big idea?

Most of us think great ideas are conjured from within—some mysterious well of genius possessed by a special few. But if you listen closely to history’s most celebrated creators, you’ll hear something completely different. They describe their greatest work not as something they conjured or invented, but as something they found. Not creation, but discovery.

Listen to the audio version of this Book Bite—read by George himself—below, or in the Next Big Idea App.

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1. The five percent novelty rule

There’s a famous story about Post-It Notes. In 1968, a chemist named Spencer Silver was trying to create a super-strong adhesive that could be used to make airplanes. Instead, he wound up discovering pretty much the exact opposite: a glue that was barely strong enough to hold paper together—though it could be used again and again without losing its stickiness.

For years, Silver brainstormed different products. His first big idea was a sticky bulletin board. That went nowhere. The next idea, which came from his colleague Art Fry, was a reusable bookmark. That also flopped. Finally, after almost a decade of brainstorming, Silver landed on Post-It Notes, and the rest is history.

Silver’s story is often told as one of grit and perseverance. And, no doubt, stick-to-itiveness is an important part of creativity. But when you think about it, the sticky bulletin board, reusable bookmarks, and Post-Its were essentially three different versions of the same basic idea: paper + Silver’s adhesive. Yet, only one was a major hit.

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