Dr Dre and Jimmy Iovine don’t make great headphones because they know the most about headphones. They make great headphones because they understand how music should sound and more importantly, they know that people want to feel, not just hear when they listen to it.

“The right song at the right time will give you a chill. Make you pull someone close. Nod your head. Sing in the mirror. Roll down the car window and crank the volume to the right.”
—Ian Rogers, CEO Beats Music

Our best ideas and innovations are not born from simply wanting to make them great.
We make them great by understanding who they are for and why they should matter.

Understanding what makes people tick and why is far more valuable than we think.