Britta Riley wanted to grow her own food (in her tiny apartment). So she and her friends developed a system for growing plants in discarded plastic bottles -- researching, testing and tweaking the system using social media, trying many variations at once and quickly arriving at the optimal system. Call it distributed DIY or open source.

Britta's company, Windowfarms.org was named one of the top 100 businesses to watch in 2010 by Entrepreneur Magazine. Windowfarms makes vertical hydroponic platforms for growing food in city windows, designed in conjunction with a online citizen science web platform for with over 16,000 community members worldwide.