Contrary to conventional wisdom, good ideas don’t just pop up out of nowhere. Mediocre and even bad ones do too. Using a strict pseudo-scientific methodology, unsubstantiated analogies and unnecessarily obscure pop-culture references, Coudal will present, for the first time anywhere, a unified theory of creativity. Supported by a smattering of dubious statistical research as well as half-baked documentation and unreproducible experimental data, this unified theory holds the promise of challenging everything we know about “the creative process.” Or perhaps not.