‘Aha!’ moments are good for problem solving, but less helpful for creative work

“Aha!” moments are great for solving problems but less so for creative judgements, according to new research.

We are all familiar with the feeling of “Aha!” that accompanies the sudden realization of our next big ideas. Notably, these insights arrive with a peculiar sense of authority—you don’t just know; you know you know.

Decades of research suggest this confidence is usually me...