The present collection of vignettes contains a rich assortment of individual cases, each exemplifying important behavioral innovations. With so much variation, it would seem to be an impossible task to identify any underlying commonalities among them. Nevertheless, I believe that context, consequence, and coincidence can help us understand the origin and evolution of creative behavioral innovations. Along the way, we encountered the challenges posed by multiple individuals arriving at the same behavioral innovation. We considered the profound parallel between the Law of Natural Selection and the Law of Effect. We saw the theoretical emptiness of notions like genius, insight, and intelligent design. We recognized both the benefits and shortcomings of storytelling as a form of persuasive communication. And, we appreciated that a natural science of behavioral innovation is as applicable to nonhuman animals as it is to human beings – all are just making it up as they go along!