As the exchange-traded fund industry grows, fund issuers have developed creative new ways to maximize the returns of passive strategies. While non-traditional funds like Direxion Daily Financial Bull 3X Shares ( FAS) and United States Natural Gas ( UNG) have gained popularity among many investors willing to take on the risk, companies like RevenueShares, WisdomTree and PowerShares are seeking to put a new twist on traditional investing. Shunning the popular market-cap weighting strategy employed by ETF giants like iShares and State Street ( STT), RevenueShares and WisdomTree are looking to increase investor returns through strategies that weight factors like dividends, earnings and revenue. PowerShares offers a line of "Dynamic" ETF products that allocate assets using a combination of performance data. In the last decade, cap weighting may have been king, but new breeds of funds have arrived. This article will be the first in a series that examines the alternative strategies to increase awareness of the growing ETF market.