Forbes - Inside The Coors Family's Secretive Ceramics Business Worth Billions 5-15min

What Pyrex-maker Corning is to glass, CoorsTek is to ceramics. Name any big American manufacturer and it probably buys CoorsTek parts. ... CoorsTek makes over 1 billion tiny parts for cars each year, used in brakes, air bags, mirrors and headrests. Its parts are on NASA’s space shuttles; its valves are used in the fountain machines at McDonald’s; its bulletproof armor protects U.S. soldiers; and its fake knees are helping an aging population keep moving. ... With sales of $1.25 billion, CoorsTek is the largest engineered-ceramics manufacturer on the planet. It is also one of the most profitable, with estimated cash flow margins of 27%. ... tapping into the vast clay deposits surrounding Golden to form a pottery company that first made dinnerware and then labware during World War I; the Germans had dominated that market beforehand but were embargoed from selling to Americans during the war. Thomas Edison was an early customer. ... The ceramics business helped to keep the family fortune afloat for nearly two decades. ... Another factor that makes CoorsTek different from most industrial giants is that it can completely change its product offerings year to year without checking in with a public board of directors or worrying how investors will respond. Three of its largest markets–armor and defense, semiconductor equipment and oil and gas–are roller-coaster industries, so it must constantly shift its focus.