Serndibity is all about spotting and connecting dots. It makes it much easier to see something in the unexpected if i have an approximate idea of where are we going, he says. No companies traditionally have thought around products - they would say: my next innovation is that i make a beggar better refrigerator. But ikea went into no winter wine turbins because of that, because the leadership didn't restrict them to a particular product. And that's the way to doi. I think people will just be saying, luck is luck. How can you create luck?