Ron Lynch

Uh, and that's why Nick created it.

He was a surfer and he wanted to take pictures of himself.

And he started out by using those disposable Kodak cameras and getting them soaking wet.

And that was not very functional.

So he, he, he kind of gaffed this product together.

Um, he had, he was fortunate enough to have a family member who was in the venture capital business, um, who had raised, who had raised some money for him.

So they raised, I think, about six, eight million dollars.

And they rarely tapped into that money.

In fact, that fund, I think, was still together right up until when they did their IPO last year.

So we started by strategizing for a half an hour infomercial.

Because we knew we could tell the story of the product in a half an hour and show all the different applicable sports.

And we did strategy documents and...

kind of figured out the sale.

What we knew about the sale of the product, what we figured out really early on was that the key was everybody in that field was racing to the top with sports footage.

And most people think of sports footage when they think of GoPro.

And sports footage is a perspective footage from the user, from the bike rider, from the skier, from the snowboarder, kind of down the hill, down the mountain kind of footage.

But we realized, you know, that's not going to propagate this camera because it's just action footage.

And you can't really tell what it is or there's no real benefit to the user.

So we flipped the camera around twice in every segment that we were getting ready to shoot.

Yeah.