Ideas are inspiring. But insights can be even more of a revelation.
Take as an example the winning entry in this year's PhizzPop challenge.
Whether you think the idea is brand new or not - a web site that enables the swapping of unused resources - the first minute and a half of the entry video is jaw dropping.
First time I watched it, I felt like someone had discovered a new continent, sitting at my feet all these years.
Cheers to Zeus Jones and Sierra Bravo. Minneapolis will rise again!
Read more here, and see the video here.