Hidden In Plain Sight – Why Great Products Need Great Categories

“If a great musician plays music, but no one hears it…was he really any good?”

On Friday, January 12, 2007, just before 8am, Joshua Bell walked into the L’Enfant Plaza in the Washington D.C. metro and began playing his $14 million-dollar violin.

Bell was dressed informally, sporting jeans, a long-sleeve t-shirt, and a Washington Nationals baseball cap. He had positioned himself near a trash can and placed his case out for donations.