Early in the book, we asked you to recall your best problem-solving experience and think about what characterized the good ideas. This chapter begins with another question. When you create a good idea, do you ever wonder: “Why not until now? Why didn’t I think of this 2 years, 5 years, 10 years ago?” Companies tell us this story so often that we have named it the “Standard Story”—“A competitor introduced a new solution and we found the same idea in our own notes from many years ago.” Chapter 1 has many examples of good ideas that were neglected.