While education traditionally has focused on literacy and maths, the ability to think creatively – in this case, generate ideas – has been forgotten and neglected. Creativity is a vague term, and is commonly regarded a gift or a talent that can not be learnt. Creative professionals rely on the ability to create something out of nothing. People use a variety of tactics in order to produce good ideas, but few of these are rooted in science and an understanding of how the brain functions. The problem might be that we are unaware that such ideas and techniques exist. It might also be based on misconceptions about what creativity is.