New products, well suited to both crosslinked and thermoplastic elastomeric applications, have been developed and introduced. Based on a unique constrained geometry, single-site catalyst and related process technology, these new polymer grades are created with the help of computer prediction and design which have provided new levels of molecular architecture based on a full understanding of structure and property relationships. These new elastomers and their utility for selected applications are discussed, and the key tennants of this idea-to-market process are also outlined.