Hi, I'm Alex. Having spent my life in the world of music and musical instruments, I have been fortunate enough to experience many parts of both the customer journey and product cycle. The music business is a joy, as the products are not merely products. They are means of expressing one's soul. A means of communication that requires no spoken language. They facilitate transcendence. My time in retail sales as a youngster stood me in a great position to understand what was required when I began selling to people just like me, B2B, as an Area Sales Manager.5 years of Sales Management taught me to understand the balance of business needs when working for a distributor, selling to a retailer, whether local or multinational. I also recognized what was missing in our own offering to our retailer customer base... and took the opportunity to improve that as I moved into a marketing and product development role.Initially, there was a great focus on print media and expensive production facilities for video and photography. But, things have changed. Massively. The democratization of media has brought its own challenges and opportunities, but overall it is my opinion that there has never been a more exciting time. The price of entry into a market has never been lower, and the cost of talking to consumers within that market has never been so affordable. Knowing where to create, where to spend and where to u-turn and sit it out is a skill that only time can deliver.