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Heuristics are used by Nature (and some computer scientists) to solve really difficult problems. They're also uniquely suited to helping our brains spark creative new business ideas. David explains how to create a personalized heuristic business idea generator. He says creativity is dependent on the concept of semantic similarity - a metric that measures the likeness of terms or concepts that are semantically similar to each other. Heuristic is a comparative process that emerges an approximate solution, not guaranteed to be perfect, but can be used to solve problems such as route optimization.