Why does a light bulb illuminate every time you have an idea? How did such semiotics come into existence and has penetrated the culture? Why is it wrong? Do we need to rebrand this concept? Just like brands need rebranding, concepts too could go outdated, demanding re-ideation. Did you know, Edison is the reason we have such a common reference that we see in cartoons, comics, and IRL. In this piece, we talk about how and why we think outside the 'bulb'.