“It was a process over the course of several months to determine that together, and I think we officially became business partners Labor Day, that year. So we had done a handful of focus groups and talked to consumers about how they felt about the product category. We had done some early brand work together, where we sketched out what we thought the brand look and feel could be. We thought about the technology, had met with suppliers and manufacturers. It felt like there was a need, and we knew how to build toward it.”