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Some ideas are so good that, in retrospect, they seem obvious. Those Starbucks coffee cups, for example. All those years when you wanted to get a cup of coffee to go, you accepted that you would probably get second-degree burns in the process. That was just the price of coffee. And then, one day, the Starbucks people come up with cups made of thicker stuff, and as an added bit of protection they developed those little cardboard sports bras that you put on the cups to make them even easier to hold. Brilliant. Those cups, as much as the coffee itself, is why I think Starbucks now can charge $5 for a cup of coffee when, for a million years, coffee cost 50 cents or came free with breakfast. I should have come up with that Starbucks cup.
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