A bus company in China has launched a new “safe driving” campaign by suspending bowls of water over their drivers. To avoid getting wet, drivers must drive gently. In today’s technology-obsessed world, this solution is elegantly primitive. You might imagine that this simple yet ingenious idea was conjured by someone functioning at their very best, that such “aha insights” come when innovators are at their peak. Not so. A recent study by Mareike Wieth and Rose Zacks suggests that innovation...