"If the unconscious doesn’t operate on logical reasoning, what does it ride on? After much effort to demystify intuition, psychologists largely agree that the unconscious relies on the activation of associative links among concepts stored in our memory to produce intuition.
Concepts are associated in our memory with varying strength. Things that tend to co-occur or share similar features are strongly associated with each other. For example, pillow is strongly associated with sleep because these concepts tend to co-occur on a daily basis, as opposed to with fight, which leads to a weak or remote association. Flashes of creative intuition occur when people make remote or unusual associations between concepts."
House and Psychology – Humanity is Overrated