I was talking with a kayak manufacturer about his business plan. He digressed into his background.
Woody had started out working for another company. During his tenure there, he conceived and managed a model he called the "Phat." Phat was a buzz word for "cool" at the time, something he factored into his branding strategy.
Sales were tepid on the whole and positively dismal among women. It wasn't until later that he found out that few women would paddle a boat that has "PHAT!" emblazoned on the side.
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