“Exceptional creators throughout history have said that their best ideas emerge from an unguided unconscious process that creative researchers call incubation”
(Csikszentmihalyi & Sawyer, 1995)
ORTU investigates the science of human innovation, the power of an idea and creative behaviours. Exploring the conscious mind alongside the subconsciousness; where most of the creative process happens. In the subconscious incubation area we are constantly processing information. Creative ideas come to us frequently, just like the ‘AHA moment’, but they are disregarded easily. This unknown yet vital part of the process takes place in the moment where subconscious and the conscious merge.