Professor of Organisational Behaviour & Human Resources (Education) Thomas Menkhoff, contributed an opinion piece which suggested that the new bike-sharing phenomenon arguably provides an opportunity to appreciate the power of divergent thinking and doing, which can be a catalyst for creative value creation. "Thinking divergently about cycling", he said, may help to drive home the point that we should, from time to time, question our routinized, convergent ways of thinking in order to appreciate the power of transformational, out-of-the-box thinking which is critical to make innovation work. In that sense, one may also applaud the creative business behaviour of bike-share companies which are strategically placing their bikes at the least expected of locations, to encourage the public to use them.