While researching creative individuals, the author found in his research that they are happy due to the fact that in the process of insight they experience a state of flow. But the flow is not the exclusive property of some special people. The author builds a detailed, coherent and experimentally confirmed theory, in the center of which is the idea of a flow. This is a state of complete merging with your work, absorption by it, when you do not feel time, yourself, when instead of fatigue there is a constant surge of energy.