One day I was at work and I saw a video of a woman hearing for the very first time and it really was kind of a light bulb moment for me. I mean it got me really thinking about how important music has been in my life and how I wouldn’t be the same person without it. We wanted to start something that gave back so we started a headphone company and called it LSTN. For every pair of headphones sold LSTN helps provide hearing aids to a person in need through Starkey Hearing Foundation. YouTube was the inspiration for our business and it’s also the way that we’re growing our business. It’s been there from the beginning and it’s helped us experience exponential growth over the last year and a half or so. Your video ad is your elevator pitch That’s what tells your story. People can look at the pictures or read about it on your website but once they see a video they actually get the, you know, who’s behind the brand, who’s behind the business. Our video ad is launching in a bunch of different countries right now with YouTube we can actually see where our ad is being watched. So YouTube does a great job of breaking down different targeting groups so you can reach exactly who you’re looking for. It’s cool to see the percentages of views in every different country. This helps us when we’re talking to potential retailers and distributors. It used to be that you had to be a professional videographer to tell a story. but now you can make a video ad in so many different ways. All it really has to be is real. If you’re authentic and you have a real story it’ll resonate and people will see it. They feel, you know, connected to you in a different way For LSTN, its by far the most important marketing tool that we have.