Great speech from the Account Planners conference this year down in San Diego. His company produces house hold products, but he approached the market from a new angle. Method products are certainly design savvy; they're meant to function well and be aesthetically pleasing. His cleaners are about living healthier, something not normal grocery store cleaners don't care much about. On the most simple level, he's moved in on large companies by eating the market share of players who don't innovate. It's a great case study for doing market research and innovating.
http://www.aaaa.org/EWEB/upload/webcasts/ap_07/ryan.html
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