This book is about having ideas and-a much longer haul-making them work. David Jones, best known for his Daedalus column, tells many stories about creators and their creations, including his own fantastical-seeming contributions to mainstream science-such as unrideable bicycles and chemical gardens in space. His theory of creativity endows each of us with a Random-Ideas Generator, a Censor, and an Observer-Reasoner. Jones applies the theory to a wide range of weird scientific experiments that he has conducted for serious scientific papers, for challenging printed expositions, and for presentations to a TV audience. He even suggests new ones, not yet tried! Creativity is as essential to science as curiosity, physical intuition, and shrewd deduction from well-planned experiments. But, says Jones, ingenuity is very uncertain-even for the greatest inventors, about 80 percent of ideas fail. Jokiness can help, and so can lots of random data. Jones has copious clever advice that will help you have that madly brilliant private thought in the first place-and will encourage you to take it further. Neither dense nor demanding, The Aha! Moment is engrossing, edifying, and scientifically serious; yet it is lightly written, has many jokes, and asks lots of silly questions. As Jones shows, it can often pay to take an absurd idea seriously.

About the Author
Now retired, David Jones continues to publish challenging articles, mostly for Chemistry World. He has worked in academia, industry, and television. A constant stimulus for his creativity was his weekly Daedalus column, probably the longest-running joke in science. Daedalus was the court jester in the Palace of Science; he appeared in New Scientist, Nature, and the Guardian newspaper. Each week Daedalus took some well-known bit of science and pushed it to a clever and often preposterous extreme-which sometimes came true. Daedalus frequently leaks into The Aha! Moment.

Reviews
The Aha! Moment is not bogged down with scientific detail and tech talk; in fact, it asks a multitude of absurd questions meant to promote innovative and logical brainstorming. Jones gives dozens of examples from his own body of work... While his examples dominate more than half of the book, they are intriguing and stimulating, acting as a means to promote creativity in fellow scientists and artists. -- Aimee Jodoin Foreword Reviews A top pick not to be limited to science holdings, this will reach many a general-interest reader with its fascinating, readable and lively insights. Midwest Book Review David Jones sees himself as the court jester of science and, as with jesters of old, he is allowed to say things that other mortals might think but dare not speak... Most of the book is an eclectic blend of Jones the chemist and Daedalus the mad scientist and together they make entertaining reading. You'd be mad not to buy it -- John Emsley Chemistry World A practical blueprint to bolster one's own creative process, a treasure map to innovative insights. -- Bob Grant The Scientist A fascinating insight into one man's never-ending search for ideas. -- Jessica Griggs New Scientist



Book Information
ISBN 9781421403311
Author David Jones
Format Paperback
Page Count 280
Imprint Johns Hopkins University Press
Publisher Johns Hopkins University Press
Weight(grams) 386g
Dimensions(mm) 229mm * 152mm * 17mm