In 1926, Graham Wallas, a co-founder of the British School of Economics, introduced the concept of “idea incubation.” He proposed that after gathering information about a problem or idea, we should step away and allow our subconscious mind to process it. This article delves into the principles of idea incubation and presents three practical strategies for putting it into action.
What is Idea Incubation?
The subconscious mind is a powerful tool, capable of processing and solving unfinished tasks in the background. Even when we are not actively thinking about a problem, our subconscious continues working, drawing on stored information, experiences, and connections to generate solutions. This innate ability can lead to sudden clarity or “aha!” insights, often when you least expect them.
Idea incubation helps to harness the potential of our subconscious mind. Idea incubation involves deliberately stepping away from consciously thinking about a problem or concept, creating the space for our subconscious to do its work. The idea may seem counterintuitive—after all, we’re often taught that solving problems requires direct focus and effort. However, many studies and real-world examples demonstrate that stepping back can be more effective in fostering creativity and problem-solving.
Bluma Zeigarnik, a Russian psychologist and student of the renowned Kurt Lewin, made a groundbreaking discovery about the subconscious mind, which explains idea incubation.1 Her research revealed that people are likelier to forget completed tasks than incomplete or interrupted ones. The idea for her studies originated from Lewin’s observation while at a Viennese café. Lewin noticed that waiters could vividly recall orders while serving but quickly forgot them once the customers had paid.
Inspired by this, Zeigarnik conducted experiments to test the phenomenon. Her findings demonstrated a striking pattern: people were about twice as likely to remember unfinished or interrupted tasks compared to those they had completed. She theorized that the tension created by incomplete tasks keeps them active in the subconscious mind, enhancing their memorability. When we put problems and ideas aside, our minds treat them as “unfinished tasks” and continue working on these on a subconscious rather than conscious level, which is more effective.
According to Anne Janzer, the author of The Writing Process, “Creative thought processes simmer in the background, in associative thinking that connects different regions of our brains…Psychologists refer to this unseen creative boost as the incubation effect.”
“Put the problem completely out of your mind and go do something else that excites you and energizes you. At some point, but only after you have stopped thinking about it, your idea will come back to you with a flash of insight and renewed energy“, said James Clear, the author of Atomic Habits.
Here’s an important twist: to fully harness the power of idea incubation, we must completely release the problem or project from our minds. It must be entirely out of our thoughts, as overthinking, worrying, or dwelling on it can hinder the process.
Oprah put it beautifully: “You cannot want [the thing you desire] so much that you fear you won’t get it. You have to put it there and let it go.”
With that in mind, let’s explore practical strategies to effectively let go and allow ideas to incubate.
Three Practical Strategies to Let Go and Incubate Ideas
Strategy #1: Run Multiple Projects Simultaneously
Most successful people have diverse interests, excel in multiple fields, and juggle several projects simultaneously.
One key advantage of running projects in parallel is the idea incubation process. Switching between projects gives our minds time to process and refine ideas for dormant tasks while actively working on others. This downtime often leads to breakthroughs. For instance, Charles Darwin, renowned for his scientific contributions, demonstrated this beautifully. Darwin had a lifelong fascination with nature and natural history and a keen interest in geology. He conducted experiments on plants, studied various animal species, and significantly advanced paleontology through his work with fossils. When he encountered obstacles in one area, he seamlessly shifted his focus to another, maintaining forward momentum and fostering creativity across disciplines.
Another benefit is the cross-pollination of ideas. Working on multiple projects allows us to integrate concepts, perspectives, and knowledge from different fields, leading to innovative solutions. A notable example is Steve Jobs, who revolutionized the music industry with the iPod. His success was born from blending his passions for music and electronics.
Similarly, Jeff Bezos achieved remarkable success by diversifying his efforts across industries, including technology, e-commerce, media, fitness, healthy food, aviation, and space exploration. This interdisciplinary approach enabled him to innovate and lead in multiple domains.
A third benefit of pursuing multiple interests is having built-in backup plans. If one project fails or plateaus, others may still hold promising potential. Arnold Schwarzenegger exemplifies this adaptability. He first gained fame as a world-class bodybuilder, then transitioned to Hollywood, becoming an action film icon. Later, he ventured into politics, serving two terms as Governor of California. After completing his term as Governor, he returned to the movie industry. By pursuing diverse goals, he maintained a dynamic and resilient career.
Managing multiple projects comes with its own set of challenges. People can easily become overwhelmed or distracted, which may lead to dissatisfaction and lower-quality outcomes. However, there are effective strategies to mitigate these risks. One approach is diversifying your pursuits by selecting interests from unrelated fields.
For example, instead of focusing interests solely on creative endeavours like photography, sculpture, and painting, a more balanced approach would be to combine photography with activities like fitness and volunteering. This strategy spreads our interests across different fields —creativity, physical well-being, and social engagement—providing variety and reducing the cognitive load of juggling similar tasks.
We maintain a healthier balance and prevent burnout by engaging various aspects of our mind and body. Switching from a sedentary planning activity to an active pursuit like exercise or travel provides a refreshing change of pace. Likewise, alternating between focused research and hands-on execution keeps energy levels and ideas flowing.
Running projects in parallel offers a powerful way to let go and incubate ideas. While it requires careful management and a willingness to adapt, the rewards, which range from innovative breakthroughs to diverse achievements, far outweigh the challenges. We also can contribute to personal growth, fulfillment, and well-rounded perspectives by pursuing various interests and running multiple projects in parallel.
Strategy #2: Disconnect From Work by Managing Creative and Productive Energies
Dedicating separate sufficient time to action-oriented productivity or creativity-driven intuition can provide required space for idea incubation.
Kat Norton built her multimillion-dollar business in just a few years by mastering the art of energy management. She credits her success to understanding and intentionally balancing masculine and feminine energies. Masculine energy is about action—meeting deadlines, maintaining productivity, and staying goal-oriented. It thrives in a clean, organized environment and requires focused attention to detail. On the other hand, feminine energy emphasizes creativity, intuition, and receptivity. It flourishes in boredom, relaxation, and messy, disorganized environments, where ideas can emerge spontaneously.
Giving sufficient space to masculine and feminine energies can not only help to switch attention from creative tasks to allow ideas to incubate. This approach offers a structured yet flexible way to harness the best of both worlds: the inspiration of intuition and the discipline of execution.
Kat integrates these energy dynamics into her workflow by dedicating specific days to feminine energy. On these “feminine energy days,” she adopts a relaxed and open mind, allowing her creativity and intuition to flow freely. These periods often lead to her best ideas for new products and projects. Once the ideas are conceived, Kat transitions to masculine energy days, focusing on disciplined execution and productivity to bring those ideas to life.
A similar approach is explored in Paul Graham’s essay “Maker’s Schedule, Manager’s Schedule.” Graham introduces the concepts of Manager Days and Maker Days, emphasizing the need for distinct approaches to work. Manager Days are structured around tasks like meetings, decision-making, and team coordination, with time divided into small, segmented blocks. In contrast, Maker Days prioritize uninterrupted periods for deep-focus work such as writing, designing, or coding. Graham underscores that separating these schedules prevents the disruption of the creative process by managerial tasks and vice versa, allowing creativity and productivity to thrive.
Anne Janzer, in her book The Writer’s Process, expands on the concept of energy dynamics by likening feminine energy to the “muse” and masculine energy to the “scribe.” The muse inspires and generates ideas, while the scribe transforms those ideas into tangible outcomes. Janzer describes how working with these energies in tandem can enhance both the quality and efficiency of creative work.
Many creative geniuses use this approach. Former U.S. President Barack Obama emphasized the importance of uninterrupted time for deep thought. “The most important thing you need to do is to have big chunks of time during the day when all you are doing is thinking,” he said.
Similarly, Bill Gates is renowned for his “think weeks,” during which he retreats into uninterrupted solitude to reflect and generate new ideas. 2
Sarah Blakely, the founder of Spanx, also embraces the power of muse time. As the head of a billion-dollar shapewear company, she devotes one day each week to focusing exclusively on creative thinking. These dedicated days allow her to explore ideas without the distractions of daily tasks, ensuring that her intuition and creativity remain central to her business strategy.
Balancing masculine and feminine energies involves dedicating specific time and work environment to action-oriented productivity and creativity-driven intuition. Time slots should be long enough to shift from the right brain to the left and back, which may take several hours to a day or more. In an action-oriented productivity zone, we stop working on problems that emerged when we were in our creative zone, which allows ideas to incubate.
Strategy #3: Disconnect From Work by Taking Time Off
A complete disconnect from work can be a powerful way to fuel creativity and incubate ideas. Whether it’s a sabbatical, a vacation, a weekend, or even a day off, stepping away from your routine can help to incubate ideas.
What is a sabbatical? According to the Merriam-Webster Dictionary, a sabbatical is “a period during which someone does not work at their regular job.”3 Sabbaticals can last from several months to several years, depending on the purpose and opportunity. While they are often associated with academia, the concept has expanded into other fields, offering anyone the chance to recharge and gain new perspectives.
Most university professors are eligible for paid year-long sabbaticals every seven years. The University of Waterloo in Canada describes the goal of a sabbatical as “an opportunity for intellectual growth and enrichment.” Faculty members are encouraged to use this time to travel to “differing locales where special research equipment may be available or specific discipline advances have been accomplished.” These breaks are seen as an investment in creativity, enabling scholars to return with renewed focus and groundbreaking ideas.
Sabbaticals are not limited to professors. Many famous individuals have embraced them. Bill Gates, Steve Jobs, Emma Watson, Mark Zuckerberg, Adele, and Sheryl Sandberg are just a few notable examples. They used their time away to recharge and returned with fresh energy and ideas.
Steve Jobs, for instance, spent his sabbatical meditating in the mountains. The result? He returned with the revolutionary idea of the Mac. Similarly, Adele took three years off to care for her newborn son. When she returned, she released her album 25, a massive global success. These stories highlight the transformative potential of stepping away from work to focus on personal growth, idea incubation and new perspectives.
The benefits of a sabbatical or a vacation are not reserved for wealthy individuals who can spend large chunks of time without working. There are plenty of affordable ways to explore and grow in today’s world. Options include leveraging travel hacking, snagging a last-minute discounted vacation package, or participating in a house swap. Organizations like Women Welcome Women Worldwide offer unique opportunities for women to experience different cultures by staying in local women’s homes at a significantly reduced cost. 4
Even a short break can provide a creative boost if an extended sabbatical or vacation is not possible.
As writer Hilary Mantel wisely advised: “If you get stuck, get away from your desk. Take a walk, take a bath, go to sleep, make a pie, draw, listen to music, meditate, exercise. Whatever you do, don’t just stick there scowling at the problem. But don’t make telephone calls or go to a party—if you do, other people’s words will pour in where your lost words should be. Open a gap for them, create a space.”
Mantel’s advice underscores the importance of creating mental and physical distance from work to allow ideas to emerge naturally.
Whether it’s a brief walk or an afternoon spent doing something entirely unrelated to your job, stepping back creates space for creativity to flourish. In a fast-paced world, taking time to pause and reset may be what is needed for ideas to simmer and pave the way for your next breakthrough.
Key Takeaways
- Our subconscious mind is highly effective at processing and solving unfinished tasks when we withdraw our attention from them.
- To harness this power, it’s essential to “incubate ideas,” allowing the mind to work on them indirectly.
- Practically, idea incubation involves intentionally stepping away from actively thinking about a problem or concept.
- Three key strategies to incubate ideas include: work on multiple projects simultaneously, splitting the work into creative and execution cycles, and taking a break.