Part 1 of the article reveals the structural and functional composition of an idea and shows: how an idea is formed, what elements it consists of, how and why it is formed and its meaning is revealed. Part 11 provides a justification for society as a living speciation of Nature and shows the role of ideas in the socialization of society. Part 111 sets out our understanding of what novelty itself is and when, where and how it occurs. Based on experimental data (S. Dean) on neurovisualization of information hidden in the unconscious, an attempt was made to connect bursts of neural activity in our brain with the moment of the appearance of an idea from the unconscious into our consciousness in an act of insight, inspiration, etc. Key words: idea, novelty, methodology, essence of existence, Being, society, Dean, Heidegger.