NeedsMoreBirds

Gray Catbird

She got the idea for the study while walking with her advisor at Stanford to discuss her thesis topic, and the paper she eventually published in the Journal of Experimental Psychology in 2014 is sharp enough that it should have ended the seated meeting on the day it came out.

She ran 4 experiments on 176 people. Same person tested twice. Once sitting, once walking. The creativity tasks were the standard ones psychologists have used for decades to measure how good a brain is at generating novel useful ideas.

81% of participants in the first experiment produced more creative ideas while walking than while sitting. In the second experiment, 88%. In the third, 100%. Every single person walked into a more creative version of themselves. On average, people generated 60% more novel useful ideas the moment their legs started moving.

The skeptical question is the obvious one. Maybe it was the fresh air. Maybe it was the scenery passing by. Maybe it was the change of environment doing the work, not the walking itself.

Oppezzo killed every one of those explanations with one experimental decision. She put people on a treadmill facing a blank wall. No scenery. No fresh air. No environmental change. Just legs moving in place while staring at white drywall. The 60% boost held.

Then she ran the experiment that closed the case completely. She took participants outside in two conditions. Half of them walked through a Stanford courtyard. The other half were pushed through the exact same courtyard in a wheelchair. Same outdoor stimulation. Same scenery passing at the same speed. The only difference was whether the legs were moving.

The walkers produced dramatically more novel high-quality ideas than the wheelchair group. The outdoors did almost nothing on its own. The walking did everything.

She also tested the opposite kind of thinking. Convergent thinking. The kind where there is one right answer and you have to narrow down to it. Word puzzles where 3 words share a hidden fourth word that connects them. The seated participants did slightly better on these. Walkers got slightly worse.

Walking is not a general intelligence enhancer. It does one specific thing. It opens up the divergent search inside your brain. The part that generates options. The part that produces unexpected connections. The part that takes a problem and finds five ways into it instead of one.

When you need to converge on the single right answer, sit down. When you need to find the answer in the first place, get up.

The mechanism is now well understood. Walking selectively activates what neuroscientists call the default mode network, the system inside your brain that runs when you are not consciously focused on anything. The DMN is where mind-wandering happens. Where memories cross-reference each other. Where ideas that have been sitting in separate folders inside your head finally bump into each other.

When you sit at a desk and force yourself to concentrate, you suppress the DMN. When you walk at a natural pace, the executive part of your brain gets just busy enough handling the walking that the DMN comes online and starts doing the work that focus was blocking.

The most useful finding in the entire paper is the one almost nobody quotes. The boost did not turn off the moment people stopped walking. Participants who walked first and then sat back down stayed elevated. Their next round of seated creativity work was still significantly better than people who had been sitting the whole time. The rest lingered for at least several minutes after the legs stopped moving.

You do not need to do creative work while walking. You need to walk before the creative work. The brain holds the state.

okay

(via bsky)

In 2021, Swarovski (the company that makes the very sparkly crystals you see in certain jewelry, on figure-skaters' twinkliest outfits, on red carpet dresses), decided they didn't want the grubby fingers of small-time jewelers, clothing designers and costumers and crafters on their shiny beads and rhinestones anymore. They decided to limit their sales to "luxury" and couture creators, not girls who sell stuff on Etsy. The tenor of their press release on the subject was snide and insulting. Resellers (like your favorite bead shop) would no longer be allowed to carry their product; the average Jane on the street would not be able to purchase them. You could only get them if you had an authorized business agreement that bound you to very strict brand behavior. And those of us who still had good stock of the crystals would no longer be "permitted" to use the brand's name in our listings for sale.

Every bead shop and craft supply place and many, many small clothing makers--wedding shops, prom and dancing dress suppliers, the sort of salt of the Earth mom and pop time machines of shops that are the backbone of the field--scrambled to find something that could replace them. The last of the stock dwindled quickly, all of us grabbing what we could get while there was any chance of it, and then it was gone and we no longer had any access.

I was Big Pissed about it at the time. It was just so goddamn stuck-up, when wholesalers and indie jewelers had made them so much money, when some people I knew--when *I!*--had been brand-loyal for decades. But with no recourse, everyone pivoted fairly quickly, most of us to Preciosa Crystals. Those are Czech, quite sparkly, and considerably less expensive than Swarovski. The faceting method they use is different, but not worse; any differences are hardly noticeable when you're seeing them as a hundred pinpoints of light.

Well, out of nowhere, Swarovski just dropped this: https://www.harmanbeads.com/swarovski-brand-policy-update

"Effective June 1, 2026, Swarovski updated the distribution and brand usage policies introduced in 2021. Businesses may now purchase Swarovski Crystals without signing a Brand Control Agreement, and Authorized Distribution Partners may once again sell Swarovski Crystals to resellers, including bead stores and online retailers. Businesses may also use the Swarovski brand name when following Swarovski’s Proper Use Guidelines. Designers, manufacturers, artists, brands, retailers, and resellers are now eligible to purchase Swarovski Crystals through authorized distribution channels."

They want us back. A lot of the companies who could have kept a brand relationship with them also have swapped to Preciosa, over the last half-decade, in solidarity with indie creators and out of a sour awareness that it could be them, next. And it doesn't hurt that Preciosa was able to expand their line quite a bit now that everyone who wanted sparkle had no choice but to go to them.

And I'm not seeing nearly anyone who intends to return. The feeling is, "Y'all told us to fuck off! Off we fucked! And now, that's what you can do, too!" I'm seeing a lot of "How many of us did you stab in the back?" comments from the people whose money they're hoping to attract.

The last 15ish years have seen so much ink spilled on the Vanillish line, on gen 1 designs, etc etc, but I think it bears repeating how easy it is for a Mons game to stick to charismatic animals like mammals and birds and dinosaurs and pets. And pokemon does have that (we have, what, six cat lines? more if you count regional meowths) but it also makes sure to add, like. A crinoid. A bagworm. A bell. Creepy humanoid mushrooms, a sand castle, a big iceberg.