Simple ideas are powerful, often overlooked Malcolm Maclane - shipping trucks congested highways, wanted solution Shipping containers - Initially did not work - tried to implement without designing for the containers - why try fitting rectangular container in ship hull? - multiple people tried, failed - only feasible after vertical integration - perspective of shipper does not matter, only the root issue of transporting from point A to point B - created positive feedback loop - advantages obvious - retrofitting, building of - new harbors -> new ships -> more containers - made shipping cheaper -> increase volume - Classic [[S-type Loonshot|S-type loonshot]] - created new indusstry - not organized by category/type of product Confidence inIdeas about how things are done is shaped by what has worked in the past