There was much talk about innovation and creativity in 2011. In fact, I heard or saw the word innovation so much that its mention would bring on waves of hostility in me. Everyone talked about it, making it not, well, very innovative.

Most writers were telling you what to do to be innovative or creative. Rarely did you read why it happens. It’s as most people wanted to jump to instruction without knowing reason.

That’s where Imagine: How Creativity Works by Jonah Lehrer comes in. As with his previous book, How We Decide, Lehrer explores the basis of a brain function that everyone wants to know about. Yes, he does offer creativity advice, but he bases it in reason. You have to know the hows and whys before you can know the whats.

Lehrer leads readers through many examples of innovation and creativity, touching on everything from how Bob Dylan found his writing muse to how no-wrong-answers brainstorming doesn’t work in the long run to the benefits of living in a city. And he keeps your interest, because he’s a great storyteller who asserts authority. He doesn’t just report research; he guides with pristine narrative.

“The Power of Q” chapter is one of the more interesting sections. It’s about socialist Brian Uzzi and his study of Broadway musicals, about why some are successful and some are not. Uzzi found that successful productions needed a certain amount of people who have known each other for a long time and a certain amount who are new to the operation. In other words, a sweet spot of social intimacy is needed.

The reason I found this chapter interesting is because around the same time I was reading it, the Dallas Mavericks were restructuring their championship team, losing several players that helped them win it all last season. I’ve always been one that feels you don’t break up the house, you keep teams together for the long-term in order to ensure yearly success. After reading this chapter, though, I’m thinking differently about teams (sports or work). Perhaps it is best that the Mavericks shook things up, bringing in some new faces to play with a few of the old-timers. (However, maybe it’s not working; the Mavericks are 1-4 at the time of this review.)

What Lehrer suggests–and something he consistently suggests in his writings–is that you should know yourself best. Find what works for you, because for every piece of research saying one thing, there will be another saying the opposite. Maybe you work better getting away from a problem. Or maybe you work better with a group. However you work best, identify that and edge toward it. That is where you’ll find your creativity. For you see, science is primarily about paying attention, and until you pay attention to yourself first, nothing will change. Lehrer’s latest book is a great tool toward this needed self-consciousness in society.

(Houghton Mifflin Harcourt will publish Imagine: How Creativity Works by Jonah Lehrer in March 2012.)