An understanding of existence as the emergence of novelty is proposed, in particular, through the creation of new ideas. The essence of what we call an idea is revealed. It is shown what elements it consists of, and how a new entity arises - a means at hand. The general methodology for the emergence of novelty in society is outlined, starting from the “moment” of its inception and ending with the process of introduction into real life. A definition of Chaos is given and its role in the formation of novelty in society is shown. The analogy between the process of being as the emergence of novelty and the thermodynamic process is considered. A fairly complete correspondence between them is shown. An understanding of the idea as a “dissipative structure” (I. Prigogine) is proposed. Here are five signs that the sudden appearance of an insightful idea into our consciousness is a consequence of the spontaneously coherent emergence of neural formations (ensembles) in the structures of our brain.