Odd-coupling is an incredibly powerful model for looking at idea generation. The ideas from re-combination of resources have led (in most cases) to highly successful ventures or businesses. The art or craft of an inventor or entrepreneur is in being able to look at an unusual characteristic of a resource and reset or re-position that resource in a different context. Luck plays a hand for sure but we need to be in the right place and be able to "see, " interpret and apply what comes before us. Christopher Loughlan holds that we are driven to solve a problem, create 'a good' or maintain something that is working well. By doing so, we create value in society- value however is in any one or combination of social, health, cultural, environmental or economic dimensions.