Effective regulation of flexible and focused attention enables people to enhance their own creativity. In this research we study the function of the locus coeruleus noradrenaline system (LC-NA) during the creative process. The LC-NA has projections into the areas in the pre-frontal cortex that are involved in the regulation of attentional selection and working memory. There, noradrenaline increases the signal-to-noise ratio of incoming information. Continuous moderate LC neuron firing in the absence of task demands (tonic) indicates an increase in the likelihood that attention is drawn to task-irrelevant information; whereas fast LC neuron firing in direct response to task demands indicates an increase in the likelihood that attention is focused on task-relevant features. Using the measurement of the eye’s pupil size, a proxy to measure noradrenaline, our studies show that LC-NA activity predicts creative task performance during idea generation and divergent thinking. Specifically, tonic LC-NA activity predicts the generation of an original ideas whereas phasic activity predicts the generation of effective ideas. Furthermore, tonic and phasic LC-NA activity dissociates insight and analysis during convergent thinking. However, LC-NA activity does not predict performance during convergent thinking. This suggests that people who are able to regulate their own LC-NA activity effectively, might be able to enhance their own creative task performance; and adds to emerging evidence of the neuropsychological underpinnings of creativity.