Here is a new startup I like: Whyown.it. The name is pretty descriptive since it is about collaborative consumption. It’s an app where people catalogue what they own and would be willing to lend. You connect your friend lists from Facebook and can find out what you can borrow from your friends. Simply idea, neatly done, I could take a look at the preview. I think sharing more physical stuff is a way of living more efficiently and resource friendly and a little step into solving the world’s problem of excessive consumption. Respect and all the best to Phillip and his crew.