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As one whose direction is steered with his engineer's nerd brain, I am continuously fascinated by processes. For example, what kind of process do nut processors employ to individually open pistachio shells? Is it the roasting process? Automated insertion of a hypodermic with compressed air and blowing them open? Somehow, 95% of pistachios are opened just enough to get a fingernail inside and open 'er up. The answers to questions of process are often complex and hard to understand, like building a CRISPR. More often than not, they turn out to be simpler than we had imagined. The process of designing and launching a new audio product ranges from a straightforward path of simple napkin sketches to market in a matter of months, to years-long R and D, design, testing and manufacturing. From a customer-facing standpoint, it likely doesn't matter much. The product is what you want and performs the way you hope and expect or it doesn't. While all that's true, let us not ignore the process of selection and evaluation before making our final choice. The processes each and every one of us go through from deciding what's for dinner tonight to which pair of speakers sounds better than another, is not to be trifled with. Life itself is a series of choices we make based on the processes that have over a lifetime proven to work. *(Pistachios, it turns out, pop open naturally. All the nut processors have to do is pick them when they're mature).
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Paul McGowan

Founder & CEO

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