This book is about having ideas and - a much longer haul - making them work. David Jones, best known for his Daedalus column, tells many stories about creators and their creations, including his own fantastical-seeming contributions to mainstream science - such as unrideable bicycles and chemical gardens in space. His theory of creativity endows each of us with a Random-Ideas Generator, a Censor, and an Observer-Reasoner. Jones applies the theory to a wide range of weird scientific experiments that he has conducted for serious scientific papers, for challenging printed expositions, and for presentations to a TV audience. He even suggests new ones, not yet tried! Creativity is as essential to science as curiosity, physical intuition, and shrewd deduction from well-planned experiments. But, says Jones, ingenuity is very uncertain - even for the greatest inventors, about 80 percent of ideas fail. Jokiness can help, and so can lots of random data. Jones has copious clever advice that will help you have that madly brilliant private thought in the first place - and will encourage you to take it further. Neither dense nor demanding, The Aha! Moment is engrossing, edifying, and scientifically serious; yet it is lightly written, has many jokes, and asks lots of silly questions. As Jones shows, it can often pay to take an absurd idea seriously. Now retired, David Jones continues to publish challenging articles, mostly for Chemistry World . He has worked in academia, industry, and television. A constant stimulus for his creativity was his weekly Daedalus column, probably the longest-running joke in science. Daedalus was the court jester in the Palace of Science; he appeared in New Scientist , Nature , and The Guardian newspaper. Each week Daedalus took some well-known bit of science and pushed it to a clever and often preposterous extreme - which sometimes came true. Daedalus frequently leaks into The Aha! Moment .