No one knows, exactly, when a baby will be born.

We can estimate a due date. We can peer in and predict, we can measure this and monitor that. Yet for all our technological devices and medical advances, birth is still very much the domain of art, not science. We don't decide when babies will be born. Babies do.

Ideas, like babies, decide when to be born. They defy prediction.

Just as we can't predict which jokes will make us laugh, or which person will spin us madly in love, the creative process isn't really a "process" at all. Yes, we can dissect every step someone goes through to develop a creative idea, but at some point there's a quantum leap from A to B to Vigintillion. How does it work? Where does it start? When will it happen?

The reality is, creativity simply isn't rational. It's sweaty and red-blooded. Tempestuous. It wakes up at 2 AM struggling whether to tweak a headline one hundredth of an inch, or start over entirely.

The creative process seems almost supernatural. How can anyone possibly distill the intricacies of a brand, then hone them into an idea sharp enough to cut through people's natural resistance, into their hearts and their brains, ultimately connecting with the magical decision-making hot button that decides which toothpaste or hotel room or politician to choose? How can a plain, dull fact metamorphosize into an idea with the power to change behaviors and beliefs.

It seems like alchemy, transforming a lump of raw information into a golden idea. Creativity is the difference between information and genius. The ultimate technology is you.

My name is david bush and I'm a bit of a left brainer. I venture into the world: A force of reason and order, aligning the misaligned, balancing the unbalanced.