Last night at the bar I had the pleasure of talking to some agency guys. Conversations like these are refreshing, maybe because of the beer and cheese fries, or maybe the content, but these conversations almost always end in some insight.

Banter about digital soon led to Jonathan Harris and then on to web habits. The big insight is that try fascination on the web is a result of coincidence.

Physical example: looking in the encyclopedia and seeing the word NEXT to what you were searching for.

Digital Example: del.icio.us - looking up a bookmark and seeing a users other bookmarks.

The profound unique moment here is that searching on Google leads to the result. The above leads to your result PLUS a little extra you wouldn’t ave known before. So how do we embrace this idea and take it a step farther and making it more accessible and useful?