Innovation, rebellion or “the next big thing” – whatever you call it, it seems architects and designers are eternally on the hunt for the idea that will put them on the map: the original thought that is fully and unarguably theirs. In this essay by Isaac Asimov, written in 1959 but only recently published on Technology Review, the scientist and writer poses the question: how do people get new ideas? Though originally written to provoke scientists and engineers working on defense systems, the thoughts and contributions serve as a gentle reminder to all creative classes, of the role of collaboration, play and failure in the design process.