We made it absolutely clear that our mission was to “shock people, in a good way.” Unless you can shock people, you’ll never gain new customers. Since shocking people involves undermining what the customer expects, it requires determination. Take the Nintendo DS. At first, lots of people were confused. When we announced, “We’re going to release a console that has two screens and a touch panel,” most people must have thought, “Nintendo has gone off the deep end!” In our eyes, staying the course meant that we had no future, but the average person probably thought it was a crazy
