In a classic "Aha!" moment, Castenada cut open the card's sound chamber, pondered the tiny recording mechanism, and boom--the Livingston Lure was conceived. Prototypes were many and design inspiration percolated, but the driving premise was clear from day one. "I took [the card's] chip out and said, 'If I can record the sound of injured baitfish on this chip and stick it into a hard-plastic lure, I'd have live bait year-round," Castenada says. "I was frustrated going to bait shops or throwing a cast net and not having the size baitfish that bass were foraging on."