Stoddart, Toronto, 1995, 1^st.  ISBN 0-7737-5714-7.  Trade soft cover, 239 pages.  Very good plus; unread copy with very light edge and cover wear.  ‘As a boy of 15, while searching for fishing bait one day, Roy Mayer discovered some bright green minnows swimming in an abandoned quarry.  That event planted a seed which, years later, would change Mayer’s life.  Why not invent a product to colour live baitfish?  Thus was born the notion of Color Z Bait.  Mayer takes us on a fascinating journey, from perfecting the product formula in his basement lab to the triumph of winning a $1 million television advertising contest.  But the road from bright idea to successful money maker is fraught with hazards.’ (from front flap)