It's an interesting read, but the focus is, IMO, too much on the business world. Not entirely surprising, mind you, given that the article appears in the "Business" section. But as a general statement about creativity and how ideas are created and communicated it falls a bit short, viewed from where I sit. The experiment with the "tappers" is certainly interesting, but after starting with a rather broad and general statement the article fails (again IMO) to carry through and apply that broad statement in a broad context. Instead we get some general ideas and experiments presented to make a point about a rather specific field. And the way creativity works in the workplace is something I think can't be linked that easily to more general thoughts about creativity. Just compare the opening statement to the last few paragraphs of the article: At the end of the article there is nothing left about how creativity works in general, but only talk about specific contexts. As I said, I think it's an interesting read. But it falls short of providing what it pretends to be about in the opening paragraph. Unexpected twists and turns may be a staple of writing, but here it leaves me rather cold, and a bit disappointed.