I like oranges - good oranges, not just any old orange - they are great on their own, go well with food and excellent in drinks.
But there's something to an orange that's pretty amazing and Michael Wolff put it quite nicely.
"Consider the miracle of an orange. An orange has an amazing colour. It also has an amazing texture. And you already know what's in it, but it's very secretive. Then there's the process of opening it: there's its incredible structure, then its aroma, then its taste."
It's almost theatrical and I think, like oranges, good ideas consider all aspects of the experience they create for an audience.