Johnny Le Coq has been a successful businessman (and photographer) all his life. Still, who could expect a small accessories company--you know, the ones which crop up each year like daffodils, only to wither as fast as they came--to not only survive the turmoils of fly fishing's small market, but to become what one rep called "the company I'd give my left [censored] to land?" Listen in as Johnny's design genius peeks through the cracks of his modesty while he unveils one of fly-fishing's hottest brands.