There are better products, impossible products, and unthinkable products. Better follow an established trajectory in an industry, impossible products find a way to relax one or two constraints that better have taken as fixed, and unthinkable products--typically developed by someone from outside the target industry or the result of repurposing a product from another industry--create a new category of product. Some examples of unthinkable products: IDDQ testing in semiconductors, the Reebok Pump shoe, or Ford realizing that a meat packing plant's "disassembly line" could be run backward to assemble a car.