A couple of years ago, I had the opportunity to work with Bruce Lund, inventor of the 80's cult classic "Fireball Island", and more recently, "Tickle Me Elmo" (2007 Toy of the Year) at his company, Lund and Company Invention, L.L.C.

I approached him and began a conversation about how I might help his small company ideate, invent, and pitch toy and game concepts in the market space I call "connected". These are toys and games that have some component of connected technologies - anything from a relationship with a web site, a USB connection, wi-fi network, cellular network, RFID, accelerometers (think Wii,) or any other "magical" technology.

Sharing my innovation methodology with Bruce resulted in an offer of something akin to a 6 month paid internship. Naturally, I said yes to what was an extremely rare opportunity to step into the methods, magic, and mania that drive the toy business.

As you might expect, I can't disclose anything related to what we worked on, but I can say that I gained tremendous insight as I witnessed, worked and ideated with the most creative, prolific, unpredictable and spontaneous human being I've ever met. There are many ways to ideate. No question Bruce has perfected his art. No doubt some of that art influences how we think today at cognog. Thank you Bruce.