Q&A video interview with Justin Miller, page-20

my thoughts:

1) NUH are trying to birth a new CE category - smart hearing - no-one knows wtf that means - so it is extremely difficult to expect sales without guidance / consultation - why oh why they didn't realise that from the get-go is baffling - they have wasted a lot of time (and no doubt money) chucking their buds into the wrong sales channels like Best Buy...

2) Even with the help of consultation the products still need to overcome some stigma - i bet a lot of potential buyers would ask themselves 'will i actually wear these things?'

3) competition is everywhere - muddying the waters - price fighting - out-spending / out-marketing