Can big data yield big ideas? Blend novel and familiar, new study finds -- ScienceDailyWe found that what makes an idea creative as judged by both consumers and firms' executives is a mix of ingredients (words) that includes a balance between words that commonly appear together (familiar combinations) and words that do not (novel combinations)." Thus, a creative idea is not simply an idea that includes novel ingredients, but combinations of words that are novel when appearing together balanced with combinations of ingredients that are more familiar. For example, if one generates an idea for an app that would help people live healthier lives and includes the words "running," "counting" and "steps," this would not classify the idea as creative, as all three of these words are fairly frequently used together. However, including the word "calendar" as an additional ingredient would take the idea in a more creative direction, for example the creation of a calendar app in which you could track daily movement and accomplishments. Even though the word "calendar" may not be novel with respect to the topic of health apps in and of itself, its combination with "running," "counting," and "steps" is novel.