Four stories.
One marketing owned KPI each.

From zero, before the first mower shipped. We made an industry want a product that was still in testing. The result: people making their own merch, pre-orders, dealers signing on the why. The biggest brands in the category came after us before we even sold one unit.From zero, before the first mower shipped. We made an industry want a product that was still in testing. The result: people making their own merch, pre-orders, dealers signing on the why. The biggest brands in the category came after us before we even sold one unit.

The category nobody wanted to work on: dangerous, ignored by engineers, ignored by marketers, and nobody believed it could be different. We positioned the best product in it as premium, at a premium price, and buyers who couldn't afford it yet saved until they could. The rest of the industry followed. A dealer network across the US, Canada, UK and Australia. Systems instead of headcount.The category nobody wanted to work on: dangerous, ignored by engineers, ignored by marketers, and nobody believed it could be different. We positioned the best product in it as premium, at a premium price, and buyers who couldn't afford it yet saved until they could. The rest of the industry followed. A dealer network across the US, Canada, UK and Australia. Systems instead of headcount.