I arrive late to this deep-dive -- and I am struggling to see the problem here:
- one the one hand, you take umbrage at the unfair treatment of your brand, because you feel that more people criticise your products than those of your competitors (criticism should be equally distributed across the board?)
- on the other hand you inform us that sales are up, etc, IOW, many people are purchasing your products
Sales are good, reportedly your products fly off the shelves -- should you not be thankful rather than otherwise (if you'll allow my well-meant comment)?
Definitely thankful. The reason of this post is to highlight the fact that the controversy that surrounds my company can be levied against the whole of the industry, and yet we are singled out for industry wide practices.
I arrive late to this deep-dive -- and I am struggling to see the problem here:
- one the one hand, you take umbrage at the unfair treatment of your brand, because you feel that more people criticise your products than those of your competitors (criticism should be equally distributed across the board?)
- on the other hand you inform us that sales are up, etc, IOW, many people are purchasing your products
Sales are good, reportedly your products fly off the shelves -- should you not be thankful rather than otherwise (if you'll allow my well-meant comment)?
We often find ourselves asking why Synergistic Research faces such unique scrutiny in our industry. The criticisms leveled against us - lack of extensive white papers, reliance on subjective evaluations - are universal in the high-end audio cable and accessory space. No company in our field publishes comprehensive scientific papers detailing the exact mechanisms of their products’ performance. The reality is, all products in our industry, especially cables and accessories, are ultimately judged by subjective criteria. Yet, for some reason, we’re singled out for demands of objective proof. Why?
We’re pushing boundaries in the audio industry with innovations like our Unified Energy Field and Active Electromagnetic Cells, which form the backbone of all SR products. We’re not just making cables; we’re creating comprehensive solutions for audio systems. That makes us stand out, and unfortunately, it also seems to make us a target.
Yes, we use marketing terms for our in-house processes, but this is hardly unique or hyperbolic in our industry. Every company has its proprietary technologies and terminology. Yet again, for some reason, we seem to be singled out for this common practice.
Our products are premium-priced, but that’s not unusual in the high-end audio world. Many companies offer products at similar or even higher price points. Have you seen the prices on Nordost’s Odin Gold line? Or better yet, compared that cable loom to our SRX XL? The cornerstone of our business model is to make our products available for people to try in-home, and decide for themselves whether or not they perform as we claim. We stand behind the value we provide, just as our competitors do.
We’re incredibly grateful for our success and the support of our customers. However, that doesn’t negate the fact that we face a unique level of scrutiny and, at times, hostility that goes beyond normal market competition. This isn’t about wanting criticism to be “equally distributed.” It’s about intellectual honesty in our industry and illogical double standards.
Ted Denney
Lead Designer, CEO, Synergistic Research Inc.
