A chargrilled slab of Branzino with a heap of Chimichurri tastes far better and fresher when enjoyed by the ocean. This isn’t because it necessarily is better and fresher, though. These days, with transportation as swift as it is, you can eat a piece of Branzino for dinner in Nashville, Tennessee that was swimming off the coast of San Francisco that morning. Branzino tastes better and fresher by the ocean because of placebo.

Placebo is important to the creative process. If a hot cup of coffee in a heavy ceramic mug makes you feel more creative, you’re more creative. If a cigar in a dimly lit lounge makes you feel more creative, you're more creative. If a vinyl humming faintly in the background of your home at 2 p.m. on a Sunday makes you feel more creative, you're more creative.

Play with placebo. Find the environment that makes you feel most creative and return to it, again and again.