Converse, All Star Chuck Taylor II, and customer research

Calhoun’s mandate to the All Star team was simple: Assume we don’t know our customers as well as we think we do — get to know them better. Copcutt did so by playing roadie to his son’s London-based rock band, Zoax. He spent weeks at a time tagging along as they played beside bands with names like the Howling, Axewound, and the Cancer Bats, asking everyone who’d talk to him what they wanted from a pair of Chucks.
John Brownlee, Fast Company, September 2015 issue

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