energy drink company. Conceived by Dr. Andy Walshe, Red Bull’s director of high performance (and a member of Flow Genome Project’s advisory board), the project was the largest meta-analysis of creativity research ever conducted, reviewing more than thirty thousand research papers and interviewing hundreds of other subject-matter experts, from break dancers and circus performers to poets and rock stars. “It was an impossible goal,” Walshe explained, “but I figured if we could crack something as hard to pin down as creativity, we could figure out almost anything after that.”
