The ‘Three Bs’—Bed, Bath, and Bus—refer to the places where creative breakthroughs most often happen. This is the science of Incubation. By intensely studying a problem and then deliberately walking away to a relaxing or routine environment, you allow your subconscious to connect the dots while your conscious mind is resting.
The Science of Stepping Away
Your brain has two modes: Focused and Diffuse. Focused mode is for analyzing data; Diffuse mode is for making big-picture connections. The Three Bs force you into Diffuse mode, which is where the “Aha!” moments live.
The Immersion
Deeply study your problem for at least 30-60 minutes. Read the data, draw the diagrams, and try to solve it logically until you hit a wall.
Example: “How can we reduce our company’s carbon footprint by 30%?”
The Strategic Exit
Consciously stop working. Do not check your phone. Do not look at a screen. Pick one of the “Three Bs” or a similar activity.
- Bed: Take a 20-minute power nap or go to sleep for the night.
- Bath: Take a long, hot shower or soak in a tub.
- Bus: Go for a walk, drive, or ride public transit without music or podcasts.
- Bonus B (Boredom): Do a repetitive task like washing dishes or folding laundry.
The Illumination
While you are in your “B” activity, your subconscious will “pop” ideas into your head. They often arrive as complete sentences or clear images.
The Capture
Insights are fleeting. Keep a notepad or voice recorder nearby at all times.
“While in the shower, I suddenly realized: we don’t need to change our shipping; we need to change our packaging material to something 50% lighter.”
Practice
Problem: “What should I name my new business?” After 20 minutes of listing names, go wash the dishes. Don’t think about the name. When you finish, what is the first word that comes to mind?