"Like many 20-somethings during the dotcom boom, Eric Ryan and Adam Lowry ditched their day jobs to start a business. But instead of taking the Internet route, the pair headed somewhere decidedly less glamorous: the grocery store. In search of a bright idea, they walked the aisles looking for a consumer product in need of a makeover. Their eureka moment? Shelves of dish soap and household cleaning supplies were not only dominated by dinosaurs like Procter & Gamble (PG) and Colgate-Palmolive (CL) but also plagued by uniformity -- endless rows of identically shaped bottles, distinguished only by their labels. Just a year later, Ryan and Lowry launched Method, a line of nontoxic cleaning products so sleekly packaged you want to store them next to the sink instead of under it."
Source: 'Selling Cool in a Bottle .. of Dish Soap'