Decision 2

What Is Your Business Promise?



When GoPro launched its first video camera in 2006, it wasn’t obvious that the world needed another consumer camcorder.1 Long-established and well-known companies—including Canon, JVC, Panasonic, and, above all, Sony—dominated that market. It was even less clear that a new camera, in particular one that was technically inferior to the competition, had any chance of success. Yet, less than a decade later, with annual revenues over $1.6 billion, GoPro sold more video cameras—6.6 million—than anyone ...

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