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Everybusinessneedstwothings, saysSkullcandyCEORickAlden: inspirationanddesperation. In2001, Aldenhadboth. He'dsoldtwosnowboardingbusinesses, andhewasdesperatelybored. Buthehadanidea: Hewantedtomakeanewkindofheadphone.
“Ikeptseeingpeoplemissingtheircellphonecallsbecausetheywerelisteningtomusic,” heexplains. ThenI'minachairlift(索道), I'vegotmyheadphoneson, andIrealizemyphoneisringing. As1 takemyglovesoffandreachformyphone, Ithink, “Itcan'tbethattoughtomakeheadphoneswithtwoplugs, oneformusicandoneforyourcellphone.” Aldendescribedwhathewantedtoadesigner, perfectedaprototype, andoutsourced(外包)manufacturingoverseas.
Aldenthenstarteddesigningheadphonesintohelmets, backpacks- anywherethatwouldmakeiteasytolistentomusicwhilesnowboarding. “Sellingintoboardandskateshopswasn'tabigresearcheffort,” heexplains. “ThoseweretheonlyguysIknew!”
Aldendidn'twanttobeamanufacturer. Andbyoutsourcing, he'dhopedhecouldgetthebusinessoffthegroundwithoutdebt. Buthewaswrong. Soheaskedhiswife, “CanIputamortgage(抵押贷款) onthehouse? Shesaid, ‘Whatistheworstthingthatcanhappen? Welosethehouse, wesellourcars, andwestartalloveragain.'Idefinitelymarriedtherightwoman!”
Forthenexttwoyears, Aldenjuggledmortgagepaymentsandpaymentstohismanufacturers. “Factorieswon'tshipyourproducttilltheygetpaid,” hesays. “Butittakesfourorfivemonthstogetamortgagecompanysoupsetthattheyknockonyourdoor. Sowepaidthefactoryfirst.”
Gradually, non-snowboardersbegantonoticethecolorfulheadphones. In2006, thecompanystartedsellingthemin1,400 FYE(ForYourEntertainment) stores. “WeknewthatnineoutoftenpeoplewalkingintothatstorewouldbelearningaboutSkullcandyforthefirsttime. Whywouldtheylookatbrandstheyknewandtakehomeanewbrandinstead? Wehadagreedtobuybackanythingwedidn'tsell, butweweredealingwithhugenumbers. It'dkillustotakebackalltheproducts.”
Alden'sfearsfadedasSkullcandybecametheNo. 1 headphonesellerinthosestoresandtripleditsrevenueto$120 millioninoneyear. Hiskeyinsightwasthatheadphonesweren'tgadgets; theywereafashionaccessory. “Inthebeginning,” hesays, “thatlittlewhitewirethatsaidyouhadaniPod—thatwascool. Butnowwearingthewhitebudmeansyou'rejustlikeeveryoneelse. Headphonesoccupythiscriticalpieceofcranialrealestateandarehighlyvisible.”
Today, SkullcandyisAmerica'ssecond-largestheadphonesupplier, afterSony. With79 employees, thecompanyisbiggerthanAldeneverimagined.
86. Aldencameupwiththeideaofanewkindofheadphonebecausehe
A. wasnolongerinsnowboardingbusiness.
B. hadnootherbusinessopportunities.
C. wasveryfondofmodernmusic.
D. sawaninconvenienceamongmobileusers.
87. Thenewheadphonewasoriginallydesignedfor
A. snowboarders.
B. motorcyclists.
C. mountainhikers.
D. marathonrunners.
88. DidAldensolvethemoneyproblem?
A. Hesoldhishouseandhiscars.
B. Factoriescouldshipproductsbeforebeingpaid.
C. Heborrowedmoneyfromamortgagecompany.
D. Heborrowedmoneyfromhiswife'sfamily.
89. WhatdidAldendotopromotesalesinFYEstores?
A. Hespentmoremoneyonproductadvertising.
B. Hepromisedtobuybackproductsnotsold.
C. Heagreedtosellproductsatadiscount.
D. Heimprovedthecolourdesignoftheproduct.
90. Aldenseesheadphonesas
A. asignofself-confidence.
B. asymbolofstatus.
C. partoffashion.
D. akindofdevice.
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