In other words, increased focus came at the expense of the imagination. It makes perfect sense that such a cognitive trade-off would exist. Paying attention to a particular task – like writing an article – requires the brain to ignore all sorts of seemingly unrelated thoughts and stimuli bubbling up from below. (The unconscious brain is full of potential distractions.) However, the same thoughts that can be such annoying interruptions are also the engine of creativity, since they allow us to come up with new connections between previously unrelated ideas.