Make something cool. Give it to someone cool. Watch what happens.
LeBron James’ business partner Maverick Carter was in music executive Jimmy Iovine’s office.
On his way out the door, Jimmy gave him a pair of the new Beats headphones he had just developed with Dr. Dre to give to LeBron.
A few days later, LeBron asked for 15 more headphones - he wanted to give them as a gift to his teammates at the upcoming Olympics.
Jimmy gave them to him and said, “Do me a favor - have the guys wear them when they get off the team bus.”
They all did.
And just like that Beats headphones were launched to a global audience.