"There must be a better way"

I'm not a beekeeper, so I won't go into the debate weather this can be easily applied or not. The thing I love about this video and the innovation is at the very beginning, when he says: "And I thought hmm... there must be a better way".

That's the key to all your problems: find something that you just think is crazy and start thinking with others about how it can be done better, knowing, and that's fundamental, that there must be a BETTER WAY!

P.S. From a marketing point of view this is a very well engineered video.