Times change and with it we must change too.

The following story is about a very unusual product called the Microplane Grater.

If you spend a lot of time in the kitchen (or Williams Sonoma), you know exactly what I am talking about.

It is a little device that shreds block of parmesan cheese effortlessly. It is just amazing -- serious.

I first discovered this in our kitchen and nearly shredded my skin off. The thing is sharp, sharp, sharp!

And it grates, it shreds... (okay, now I sound like an infomercial).

But here is my point, its customers are FANATICAL and swear it is the best grater in the world -- and in my opinion it really is.

But what is the story behind this company's market dominance.