We set aside 10% of everyone’s time to focus on new applications of creativity and technology unrelated to current client business. The McKinney Ten Percent was the agar in the petri dish for SPENT, an online game for Urban Ministries of Durham that has given more than 2 million players the experience of living on the brink of homelessness. For @crowwwsnest, a Twitter aggregator that allows people to track the most influential people in any defined area of interest. And for Chip It!, the tool that lets you build a SKU-specific palette of Sherwin-Williams paints from any online picture. Along the way, it has attracted better people to McKinney and increased the engagement of those who were already here.