Sure, people want to conserve water -- but most stop short of changing habits or buying new appliances. Tapping that reluctance is Con-Tech Industries, manufacturer of Future Flush, a double-handled toilet flusher allowing shorter flushes for paper and liquid wastes. The Creswell, Ore., public company sees its real future, though, in supplying the device to toilet makers, which in some states are mandated by law to sell water-conserving products.

-- Leslie Brokaw