You know the drill. A new project starts. Timings are tight. You look for insights, surround yourself with research. Anxiety starts taking over. You look at the problem from different perspectives. Upside down, left and right. And then, while pouring yourself a good cup of coffee, aHa! the moment finally arrives. You’ve nailed it. Later on, while confidently presenting your idea, someone eviscerates your ego with a cruel “It reminds me of something”.