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So Marlin's story is a little more potent than it first appears. Greenblatt reinvented his company--both the products it sells and how it creates them. Now Marlin's baskets are doing the same for its customers: driving innovation in how they make their own products. "We have this myth that innovation is something that happens with CAD machines and scientists in a lab, drawing algorithms on whiteboards," says John Shook, a manufacturing expert and CEO of the Lean Institute, in Cambridge, Massachusetts, which helps companies use "lean" principles in their factories. "The lightning bolt strikes, and everything else is easy. That's not the way it works. Product and process innovation go hand in hand."