Of course, there are always many interesting conversations and ideas exchanged with our customers. Whenever people meet, there is lively discussion. But most of it happens at trade fairs.
There you receive a lot of feedback and have many interesting conversations within just a few days. Competitors and technology companies also like to meet there for discussions.
But there is also something we call trade fair madness. This usually appears from the third day of the fair onward and often leads to provocative answers to visitors’ questions.
Then a question like “Are you exhibiting headphones here?” may be answered with “No, we sell exhibition stands!” — of course with a wink and an immediate clarification. As I said, the ULTRASONE stand is always a stand full of good humor.
One conversation, however, has remained particularly memorable to me. After a detailed listening demonstration at the stand, the question followed as to how we achieved this fantastically spatial listening experience. The interested visitor revealed himself to be the Technical Director of the global company Dolby, which has been working on spatial reproduction for many years.
My answer was brief: “How would you do it?”
This was followed by numerous, quite interesting approaches from his technical solution ideas, all of which I answered simply by shaking my head.
After several variations he resigned and said that he also would not know how we did it. My response to him was the explanation of our S-Logic principle:
“We work with the most highly developed audio reception system of the human being — your ear — because only your own ear has sent signals to your brain over the years about how it hears three-dimensionally.”
Humans must learn spatial hearing. As babies we all hear only sounds; relatively soon we recognize direction, but only later in childhood do we learn to perceive distance.
If we suddenly — after years of learning with our own ear — are presented with music that has been given spatial information through another ear, a dummy head, or a computer simulation, it cannot work.
That would be like me hearing with your ears now and you with mine. That cannot work and would take a long time to get used to. Meanwhile, our hearing center constantly reports that it sounds strangely unnatural, tries to replace all the missing information, and becomes fatigued in the process. That is the main reason why customers love ULTRASONE: with us, their hearing only has to listen, not calculate. As a result, more gets through and it is simply more enjoyable.
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