Make no bones about it, Gene Logic wants your attention. CEO Mark Gessler, 39, will do just about whatever it takes. In 1999, that meant playing on one of his personal hobbies: professional racing. He put Gene Logics name on the side of his car and, aside from racing it at 170 or 180 miles per hour, used it as a prop at an industry conference. Hey, it got more attention than the standard beige box on a table, he laughs.