Archimedes had the original eureka moment in the bath before running around the street naked shouting about it whilst Newtons came as he sat under a tree and was hit on the head by a falling apple. Today, a fifth of entrepreneurs (18 per cent) say they have their most important eureka moments whilst sat in their cars and deliberately hit the open road to help stimulate the creative juices. Cadillac, the luxury carmaker, questioned over 500 UK entrepreneurs to find out the ideal conditions for creative thinking. Only 29 per cent of entrepreneurs say they think most creatively in the workplace, with over two thirds (71 per cent) coming up with their big ideas away from their desks. 67 per cent of entrepreneurs prefer to come up with their big ideas alone rating solitude (27 per cent) and quiet (40 per cent) as the most important factors in stimulating eureka moments - so it is no surprise 18 per cent of those questioned say they think most creatively in their cars.