"Then I thought, what if?"

For years, developers have been trying to display scannable bar codes on cell-phone screens -- unsuccessfully; light reflecting off the screens interferes with the scanners' detection systems. "Then I thought, What if we get out of the paradigm of trying to read the code off of the screen?" Challa says. "It's looking for light reflections, so why don't we just give it the light it's expecting?" The upshot: Instead of printing out online coupons, movie tickets, and boarding passes -- and toting around credit cards and gift cards -- consumers will soon be able to store bar codes in their phones.

Amazing results can occur when you think "What if?"

Read the full story in the June issue of FastCompany Magazine or online here.

Have you had a break through with a "What if" moment?