Brian Chesky needed rent money. With a convention in town and all the hotel rooms booked, he and his roommate Joe Gebbia decided to see if some desperate soul might actually pay to sleep on an air mattress in their spare room.

Sometimes, the Challenger Brands that amaze us most are the ones that revolutionize processes or products that weren’t all that dreadful to begin with.

Take air travel. You might have a problem with airlines that charge for baggage and obesity or treat you like a stock animal, but there’s never much complaining about being able to book a flight from your computer or smart phone. You don’t even have to speak with a human, if you so choose.

The economy is gasping, oil prices are rising and airlines are acting so much like King George III, travelers are banding together to pass an Airline Passenger Bill of Rights.

Yet, we still do it — travel, that is. Whether it’s for work or leisure, Americans spent over $700 Billion on it in 2009. So unless everyone out there wants to start using the word “staycation” — ugh — then something’s gotta give.

Some Challenger Brands stake their claim on a totally new product. Others redefine an industry or service. And sometimes it’s as simple as pulling out the old shrink ray.

Before the “staycation,” taking time off to stay home was dubbed “a trip to Porchville.” Second Porch provides an alternative for vacationers who want a change of scenery: hang out on a friend’s porch!

Planes, trains and automobiles have a lot in common: they’ll get you where you’re going but leave a trail of pollution behind them. Environmentally-conscious travelers will be pleased to find an organization that removes the guilt from the trip. iJourneyGreen seeks to un-do the damage of travel by offering “travel credits.” These credits allow travelers to invest in the economic development of their destinations.