Not known for my love of focus groups as a way of getting insights on what consumer think about brands. Same for the world of music.

No way that focus groups could have helped the late great Ahmet Ertegun when he set out to start Atlantic Records.

We started Atlantic simply because we wanted to sign a few artists whose music we liked, and make the kind of records that we would want to buy.

I honestly never imagined I would be able to make a living from doing something that was so much fun. I am very glad I was wrong.

Brands who wish to be Brave can learn a thing or two from the story of this man. Sometimes you just know what you are doing is right. So do it and believe.