Burton Letter by Jeff Pensiero


The main thing I don't understand is why The smart folks over at Burton can't have
it both ways. I don't understand why they can't have a durable
goods/lifestyle/four seasons business AND have a fantastic Snowboarding business. 
Why does one seem to have to come at the expense of the other. The two people in
question may be GREAT at developing and implementing all the co-labs, and
partnerships needed to expand the brand into other categories. Thats great, but
it seems like the snowboarding portion suffers because of it. Maybe it would be
best to have two clear leaders, one for snowboarding brand, one for " other", and
have them both report directly to the top. But, I'm not that smart, I'm sure
there are reasons, but I can't for the life of me see why the culture at Burton
couldn't support both in a really great way. Does that make sense?

As far as baldface goes, got some really excitng things coming up. Trying to
resurect the Ultrasuper, and create a really cool new event for this spring, that
would be a grassroots type rad thing that regular shredders could come up and ride
and try to win! Still developing, but could be rad if I can pull it off

Buoloco 2017