http://www.nytimes.com/2012/04/03/books/imagine-how-creativity-works-by-jonah-lehrer.html?_r=1

What makes the cartoon light bulb of creativity go off over someone’s head? What is the catalyst for groundbreaking inventions and innovative breakthroughs? In his illuminating new book, the journalist Jonah Lehrer explicates some now classic case studies. As he tells it:

The Nike slogan “Just Do It” materialized when Dan Wieden, a founder of the advertising agency Wieden & Kennedy, thought of the last words uttered by the murderer Gary Gilmore before his execution — “Let’s do it” — and gave them a tweak. That day a colleague had mentioned Norman Mailer, author of “The Executioner’s Song,” an acclaimed book about Gilmore, and that killer’s final words popped into Mr. Wieden’s head.