The Wilburns have created a multinational from their home.(Photo: Dana Smith)

"So, do you have any ideas?"

"Well, if we're going to do something, it should be big. It should make people sit up and say OMFG. Make people actually do something," I responded.

The conversation continued in front of the Thai restaurant, me pacing on my cell phone in San Francisco — foregoing food in excitement — and Tobi in his offices in Ottawa, Canada.

We decided in the subsequent 10 minutes to offer $100,000 c...