In a world with soooo many ideas, there’s no doubt that its only the ones that spread that win. The question is what drives idea diffusion? All of us have too many choices, and too little time. Seth Godin argues that we only notice the remarkable (worth making a remark about). We like new, we like fresh, and so every  consumer industry is in the fashion business! The global sustainability challenge that strikes me, is how do we continue to re-invent what’s sexy, stand-out and make our fortunes, without producing and selling more transient ‘in season’ things with tiny life spans?

PS saw a great response to this at the beautiful new Hub in Kings Cross in London, where the black chairs are made of old playstations!