We're in a conference room at Michelin's tire factory in Lasarte, Spain, watching a PowerPoint presentation describing the company's tire-making process. Just as I prepare to get my snooze on, the voice-over for the second slide snaps me awake. "More than 200 different materials, both natural and synthetic, combine in the construction of a single tire: carbon black, silica, sulfur, plastics, vulcanizing agents, Kevlar cords...." Whoa, back the truck up. Where'd I put that notepad the Michelin folks gave us at the door? And hey, can I borrow your pencil?