Once in a blue moon an innovation comes along that changes the game in every way.
Back in the 70's, US climber Ray Jardine did just that and turned crack climbing on it's head with his invention of the Friend.
This ingenious camming device allowed previously unprotectable territory to be ascended without resort to aid climbing (climbing by placing and pulling on equipment).
Mark Vallance of Wild Country saw these on a visit to the states and envisioned the potential of producing them for climbers across the globe.
The rest, as they say, is history.