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Brainsets and the Creative Process

SEVERAL YEARS AGO, Dr. Richard Wiseman of the University of Hertfordshire collaborated with the British Association for the Advancement of Science to run an experiment called LaughLab. People from all over the world sent in jokes and also rated how funny they found other people's jokes.1 The following joke was rated the second funniest:

Sherlock Holmes and Dr. Watson go on a camping trip. After a good dinner and a bottle of wine, they retire for the night, and go to sleep.

Some hours later, Holmes wakes up and nudges his faithful friend. “Watson, look up at the sky and tell me what you see.”

“I see millions ...

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