Innovation does not come from just one idea. It is the evolution of the ideas so that they are fit into a new territory. One of the challenges of coming up with unusual ideas is the weight of past ideas. Not just the several ideas, not ten or twenty ideas. Not just the ones you’ve applied, but also the ones you’ve seen, heard and felt, all of these are in your memory, in your head. Like it is mentioned in the quote "there are forty foxes in my head" meaning "my head is full of ideas!". Therefore, we call it 40th idea and it is the number that leads the innovation.

40idea is a research and development center to support academic studies within the scope of partnerships with international universities, scientific organizations and companies to support academic studies, to develop diversified products that have not met before in the market, and to provide innovative solutions to the industry.