Jimi Hendrix playing the US national anthem in Woodstock (1969)"
The US Anthem played distorted, simulating the bombs in Vietnam. An example of a successful strategy in intercepting the needs and sensibilities of the audience/customers
Play it fuc*** loud! Bob Dylan at the "Newport Folk Festival" 1965
Bob Dylan, folk music hero at the beginning of his career, has the courage to offer a new product to an audience accustomed only to listening to folk. He attaches an amplifier to his guitar, creates protests in the audience, but goes ahead with his strategic choice, and turns up the volume.