theodp writes: As head of the CS Department at the University of Northern Iowa, Eugene Wallingford often receives e-mail and phone calls from eager entrepreneurs with The Next Great Idea. They want to change the world, and they want Prof. Wallingford to help them. They just need a programmer. 'Many idea people,' observes Wallingford, 'tend to think most or all of the value [of a product] inheres to having the idea. Programmers are a commodity, pulled off the shelf to clean up the details. It's just a small matter of programming, right?' Wrong. 'Writing the program is the ingredient the idea people are missing,' he adds. 'They are doing the right thing to seek it out. I wonder what it would be like if more people could implement their own ideas.'