The cheerful lightbulb illustration holds a sandwich composed of standard creative instruments: gears to solve a puzzle, a pencil to explore, and a thumbtack to keep an idea in place. The visual representation conveys the message that creativity is not only a flash of inspiration but can be built from a range of components.

Echoing David Kelley’s notion that “a sandwich happens a lot,” the illustration underscores that creativity stems from appreciating the everyday aspects of life. It is not about the content of the sandwich, no matter if it is a PB&J or a Reuben sandwich, but appreciating the joy in the repetition that comes with it all. The more one is aware of these minute, proverbial sandwiches, the calmer the mind becomes, opening up opportunities for ideas to flow in naturally.