The discussion about ideas vs. ad ideas has been going on for a while. Not amongst everyone in the industry, far from it unfortunately, but many. Although Rob’s presentation didn’t contain completely new stuff, It’s about the most exciting. I thoroughly loved it and the fact that he weaved it all together. To one edible little 30 minute fortune cookie. And did it in a very amusing and clear way. I hope I present like that. Plus that moped idea is right on, and makes you wonder “what’s been going on before that”? The answer being that we think of products as we’ve always done. Not from the user’s (people) perspective and its context (culture).