MICHAEL CURNES

The most common question in an exam room is also one of the most common questions in customer research. It produces a number that cannot be compared to any other number, and we build things on it anyway.

Breadth is often mistaken for shallowness, and the accusation usually targets the wrong thing. The useful distinction is not how much you know; it’s how you put it all together.

Streetwear worked because it could be read in more than one way. What killed it wasn’t just hype and over-commercialization. It was the removal of its own defense mechanisms. 

Canon needs two things: a large volume of unconstrained attempts and a name attached to them. Those two have come apart, and at the moment nobody in footwear holds both.