This Idea Is Brilliant stands out by identifying dozens of scientific concepts that deserve more attention, selected with input from leading thinkers such as the evolutionary biologist Richard Dawkins and the technology writer Nicholas Carr. It’s the latest creation of Edge.org, a website that draws attention to ideas on "the frontiers of knowledge in the areas of evolutionary biology, genetics, computer science, neurophysiology, psychology, and physics" and has published other (best-selling) books using a similar expert-crowdsourced model.