Memories, emotions, or situations or our senses provide information for what to do next.
Eleven:50Nine (E59) is that "trigger"
You got home. You go to throw away the snack wrapper you grabbed from the checkout line.
Then you remembered that trash bags was the only reason you went to the grocery store.
The empty trashcan was your "TRIGGER" to remember you needed trash bags.
Imagine the trash bags being your goal and you were "triggered" while you were in the grocery store or on your way to the grocery store and on your way back from the grocery store just in case.
That's where Eleven:50Nine (E59) comes in.
The design is just outside of the norm. That "TRIGGERS" people to ask about it, which triggers you to think about your goal, which will then lead to you achieving that goal.