This episode of TMI features Jon LaCorte of Tract Optics, discussing the challenges and realities of premium optics development and pricing. The conversation delves into the extensive R&D required for products like their new 10x42 rangefinding binoculars, contrasting it with the perception of simple product additions. LaCorte also shares his background, including his time at Nikon and the strategic decisions that led him to create Tract Optics with a direct-to-consumer model to cut retail markups.
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