Transcript
NICK ALLEN:
We found it almost inevitable that you find yourself influenced by your own views on fashion. And it's hard to get away from that, to a certain extent. However, the more experience you build up, the more you realise you can step away and just listen.
I think that was very important for us. Rather than trying to project, which we did very early on. I projected my views, which are not very creative. My wife projected much more valid creative views. And what we found is, when we just stopped doing that, listened, and gathered the information, it was much easier to separate ourselves and really understand who our customer is rather than just be influenced by how we wanted.
That having been said, it is a family business. We have two young daughters. And they like what we produce, too. So sometimes we just produce things that they like.
EMILY PRINCE:
I was looking for people who were in a position of authority and who held the purse strings. Because I wanted to know from them what it was they were looking for when it came to investing in an intervention. So I deliberately targeted people who worked at the local council, at their local authority, head teachers, deputy head teachers, people that really were the decision makers.
And then I also, right down the other end, talked to quite a few parents and people that I knew were looking for support for their children, either having worked with them before, or you know, hearing about them. And finding out from them what the barriers were and how I could try and overcome them in terms of accessing the support. Because often, support needs to be referred for by a professional person rather than a parent directly themselves. So I wanted to kind of bridge that gap a little bit.
CLAUDIO MARTURANO:
Like most good ideas, it started out as my concept. And I thought that if I've come up with this, and I'm already in the industry and this is what I need, other people are going to need it, too. However, that's not the reality.
The reality is, especially within aviation, the demographic, the geographic is completely wide. And when you go and actually start to speak to all these people at conferences, at networking events, over the phone, over LinkedIn, over social media, and in the small communities that they're in, you get to understand that everybody wants something slightly different. So you have to adapt the product to the end user. And a lot of it is bespoke. A lot of it has to be adapted to the individual company.
ALEX BOND:
So we spoke to so many people this time because, when we were developing the label and we didn't speak to many people, we developed a product that people didn't really want. And so when it came to developing the spray, because of the heartbreak of developing a product almost to its final stages and then not releasing it, we wanted to make sure that if we were going to release a product that it was something people actually wanted. And so that's why we started speaking to everyone under the sun in the industry.