Tony Fadell

We ran the same marketing as we were doing in the U.S.

in Europe.

And the thing is, it didn't resonate with the early adopters.

It didn't resonate with the later adopters because we didn't have the same messages.

We were going for a different set of people.

And we're like, ding, ding, ding, ding, ding.

Sales aren't working.

We got to change the marketing.

We got to meet those Europeans where they're at.

because they're slower to adopt technology versus it starts with the coast and goes inward in the U.S., right?

And so we're like, oh, we got to change things up.

And so, you know, sometimes it's when you get to new areas, you have to rethink your marketing for that area and remember to meet them where they're at and where if it doesn't have an installed base for word of mouth,

You're going to have to get that word of mouth started.

So work with those people to get that going.

Now it's different with all software products and all these things and many, many, many products can go global right away, but marketing, you still got to tell a story and you got to, you know, so it's, it just reminds me that even though we've maybe compressed the time for some pieces of the adoption puzzle, you know, because we can distribute faster, doesn't mean we can,

the awareness can get accelerated and that we can get people to intelligently understand what this product faster if we just say the words of somebody who might have known about the product for three years.

Songs in your pocket.

Back in the day...

at apple and i think it's still that maybe it's changed now but back in the steve days there was the different functions of apple and because they were all lean because the company was only four thousand five thousand people and it was already doing max and everything each function was kind of very very functional and so the marketing the marketing didn't get

into the engineering and the design folks.