Some ideas arise in the shower or at the pub. Without an underlying problem, question or need. Such ideas are often cast aside; too simplistic, not thought through. But an idea can become valid simply by executing it. This view is called Why Not. It can be projected onto any product. Maartje Slijpen and Merel Witteman have taken peanut butter as an example. Why peanut butter? Because it gives you the energy to turn ideas into realities, because design could use some oomph, because it’s a spread that goes with anything, because sometimes there’s no specific reason, so Why Not!