It all started with a cup of Coffee.  

In 2007, Coherent Ways Founder Martin T. Focazio was trying to buy a cup of coffee at crowded shop in New York City. 

 
He had an epiphany: nobody puts the lids on the coffee cups before they pour the coffee.
So why do they place the lids directly next to the cups instead of with the creamers and sugars?
He made a blog post about it, and for an unhealthy amount of time became obsessed with the incoherent ways various places laid out their coffee distribution setups. 

Incoherent Things Need Coherent Ways.