On only pursues product concepts considered impossible to build
Olivier Bernhard · On athletic shoes: Olivier Bernhard and Caspar Coppetti · Jul 22, 2024 · at 48:23
Olivier Bernhard, co-founder of On running, discusses the company's innovation philosophy and product development filter with host Guy Raz.
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“I think it's so deeply ingrained nowadays in the company that we only approach things that are impossible. If people are coming back, you know, after initial idea or vision, and people come back and say, oh, yeah, we can do it. I said, then we don't do it. Leave that to Nike, to Adidas. They can do it. Let's focus on the impossible.”
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