The real experts led them to success
THE PRINCIPLE
The people who use what you make are the people to listen to
Chris Miller is the founder and Chief Creative Officer of Earth Products, a highly successful action sports clothing and accessories company. He is a former professional skateboarder, so he’s in direct touch with what the market wants. But he says his biggest business secret is that he also relies on current professional athletes to give him input on product design and the marketing of his brands.
That doesn’t sound like such a breakthrough idea – after all, almost every sports-related business has some high-profile athlete as a spokesperson. But Miller says that his company doesn’t get just endorsements, they get specific feedback ...
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