The Register - Inflexible Work Hours Kill Creativity A UK study of 1000 people apparently confirmed the beliefs of many chronobiologists or body clock scientists, who have suggested that if we don't listen to our body clock we won't perform as effectively. The study confirms that everyone has different periods at which they feel more intellectually active and able to be creative. Employers need to therefore consider helping their employees structure their day around when they perform tasks most effectively - especially creativity and other brain intensive activities.