The foundation is built on numerous interviews with creatives from various professions and vocations. One of the most surprising results of his analysis is that the question: What is creativity? needs to be replaced by the question: Where does creativity arise? Every creative individual develops within a specific context, which includes many factors, from the room they grew up in, to the friends they surround themselves with, to the mentors who are necessary at certain stages of life.

Flow refers to a state of happiness that people enter when they are completely "immersed" in an activity. Contrary to initial expectations, we usually do not reach this state of near-euphoric mood during idleness or on vacation, but rather when we are intensely engaged in work or a challenging task.