The Importance of Product Truth

Beats was criticised for going after a product truth as a direction because there was so much criticism at the time, right? That it that it was sort of sub style over substance. So what we knew from the get go was that the product truth would had a role to play, but it was it didn't have the role to play. And the insight came when we started to understand what the likes of LeBron James and Kevin Garnett and Colin Kaepernick were doing with Beats headphones. It wasn't that they were just listening to music. They were getting ready and they were getting focused on the job at hand. Focus is what makes Serena have 24 grand slams and everyone else nowhere near 24