If you want to charge premium prices, you'd better make sure you're meeting customers' real needs. The TonJon Co. worked closely with hotel chains on its new wall-mounted hair dryer, adding features the market wanted but couldn't find. The result is that the Aurora, Ill., company counts Hilton and Sheraton among its customers. As for the hair dryer, it lists for $143.50 -- significantly more than many handheld models.

-- Leslie Brokaw