Tony Fadell

And then like, no, no, no.

But if so-and-so has tried it,

Oh, I should take notice to that, right?

And so what you want to do is make sure you understand the gestation of your customer and where they are and where they are in the thing and who you're trying to... I also updated the crossing the chasm graphic.

in the book saying how we go about this in our product developments, because you really have to think about who your target user set is and your target marketing based on the version of product you're in and how you're going to get those higher and higher volumes.

And it really means about speaking the context.

So maybe when you first ship, you can speak to those early adopters and you can put it in enough words that they're going to convert.

But then the second version of the product, you're getting these later adopters, and you've got to speak in their language.

And the third set of adopters who are really laggards, you've got to really speak to them and go through that, and it could be totally different.

And so this was a very interesting story that was so emblazoned in my mind.

Back in 2001, two, three, you know, still when Apple had no presence outside of the US, Apple was really, it was selling in the US, some Canada and some in Japan, but that was it.

And that was the max.

So we were selling iPods into those areas.

And so we had the kind of the early adapter and then we had some other language.

And then, and by the third, fourth version of iPod, we had some really refined language for those kind of late adopters.

So then we said, we're going to go back and get a push into Europe.

We're going to get, because iPod hadn't taken off in Europe.

So we're going to push iPod into Europe.

And so we're on, I think, the fourth generation or something like that.

And so what did we do in Europe?