Getting an idea should be like sitting down on a pin; it should make you jump up and do something. And, for a while now, the games market has been indulging in some serious hopping about.
Most companies are already active in what they would call the digital space (a catch-all jargon for routes to market outside of the traditional channel). But are they doing it right and will they be doing it tomorrow?
That's what The London Games Conference aims to find out. Every year, LGC examines how digital distribution, online play, social networks and concepts like ‘games as a service' are challenging retailers, publishers and developers.
LGC is the place to see and hear what others have been doing and to garner a wider understanding of what you should be doing – including an examination of skills in the workplace and how to stay employed.
We're delighted to have amongst our speakers this year a group of people who have done exactly what they should have done after sitting on that pin. They have made stuff happen.
Keynote Heiko Hubertz is CEO of Bigpoint, which describes itself as the don't-look-any-further-we've-got-any-game-you-want website.
Bigpoint isn't the only company doing what it is doing, but it's one of the best and Hubertz is one of the most outspoken when it comes to the future of gaming.
Or you can listen to Shuji Utsumi, CEO of Q Entertainment – one of the most clued-up Japanese studios when it comes to multiple revenue streams.
Plus there's Ben Cousins from EA DICE, Kristian Segerstrale from Playfish, Floris Jan Cuypers from Spil Games, Dave Perry from Gaikai, Ian Livingstone, David Reeves, a bespoke Screen Digest report and even a Cabinet Minister.
There are more speakers, including Chris Petrovic, general manager of GameStop Digital Ventures.
Just as the industry's trade body has changed its name to engage more closely with the wider market, so many of the names driving the business forward are changing too.
Current leaders may not be the leaders forever, but the winners will all have one thing in common; they will be giving consumers what they want, in the way they want it.
This general premise is why even MCV must provide its content as a print edition, rich media digital edition, website, iPad edition, iPhone app and more.
Consumers (or in your case, readers) wield the power and demand convenience.
It's hard to know the answers. LGC will demonstrate that on November 4th, for sure, and we can't wait to get stuck in.