 So what is it about the psychology when you're in the shower? What is it about the environment that gives you inspiration to come up with ideas and be creative? Well, one of the things that the researchers I talked to pointed out is that it's sort of a balance between being engaged. You are on task, you're washing, you're shampooing, you're shaving. So you're doing something purposeful, but it's a sort of mindless purposeful activity.