Friends,
I had a break after church today and this is what I do with it.
On Establishing A New Paradigm For Loudspeaker Performance
It is beginning to appear that SP Technology may have brought to the audio marketplace a set of technologies that represents a new paradigm in loudspeaker performance. Although it is still early in the process, a consensus does appear to be forming amongst those that have experienced the virtues that these products bring to bear. Time and again experienced owners and reviewers are making claims that these products outperform a plethora of products that have come before them. Many claims are even being made that such a level of performance has never been experienced before at any price point. In light of these developments, we at SP Technology feel as though we should address the potential implications and/or any fallout resulting from the process, should such a process be under way.
To begin, we must recognize the fact that audio performance is among the most subjective of all consumer markets. It is dominated by individual perceptions and preferences, thereby making any such “consensus” more of a very loosely held “belief” than any established fact. Nevertheless, a number of products have been awarded the label “classic” and this is the best any manufacturer can ever really hope to achieve.
In that, time is the gauging metric by which any consensus must be established. If a product is able to “stand the test of time,” it will then become the consensus that the design is a “classic.” It is premature at this juncture to make any such claims for SP Technology products as sufficient time has not passed nor market penetration taken place. Being gauged by the claims of owners and reviewers to this point though, one may be led to believe the process is well under way. This is our belief. In fact, our marketing slogan “
The new reference for the new millennium” was not chosen simply to elicit attention. Rather, we have always believed it to be a fundamental truth that would eventually be born out in time.
In consideration of the above and assuming for the sake of argument that such a consensus is ultimately established, we now find ourselves concerned with the potential consequences of the process that leads to such a consensus. In fact, such consequences are the very subject matter of this writing.
So what types of consequences loom on the horizon? Well, during the establishment of any new paradigm, strongly held beliefs end up being challenged. It is a fact of human behavior that we seldom abandon our beliefs without at least serious forethought and often not without the surrender of a certain amount of pride. Vanity is a very dominant trait of our species and only yields in the face of overwhelming truth – if ever.
Individuals and even groups will often exhibit much resistance to any new developments that challenge their beliefs. At the “milder” end of the spectrum we may see a form of “civilized” debate. In the middle we often observe much rancor, angst and even malicious and demeaning accusations directed at the challenging party. At the very extreme our world suffers from violence, murder and wars as a result of mankind’s inability to reconcile its staunchly held beliefs in the face of greater truth. In the end but well before any consensus is ever achieved (however loosely held such a consensus may be), we see posturing, entrenchment, defensiveness and lines being drawn. Although such behavior appears to be “natural” and is to be expected, it seldom leads to a constructive environment for all involved.
In the specific case of the audio market we have relatively large sums of money and its associated evils involved as well. Competition is good for the consumer but it is seldom received with appreciation by established market entities. Not only have certain established manufacturers engaged in less than ethical practices, but they often employ, either directly or by proxy, various other market entities and associates in the process of attempting to maintain the “status quo.” Established manufacturers and various advertising media have a somewhat “parasitical” relationship and will often engage in practices that work to maintain their market shares – regardless of any ethical considerations. Any new entity that would be characterized as an “outsider” that offers products threatening such a status quo, can expect much resistance in their efforts to bring their products to market. Such resistance is above and beyond the costs and logistics that are otherwise inherently involved.
So, what are we saying? Clearly we have presented nothing new in the above analysis, as most would agree that this is all common knowledge. SP Technology’s position is that although we recognize these truths, we also regret that it must be the case. We understand that although such behavior is on a certain level “natural” and to be expected, we continue to hope for the “better.” In that, we ask all of our friends, customers and other industry associates to exercise the greatest possible restraint and self-discipline. In essence, we are asking you to rise above the “natural” and to the best of your ability, behave in what might be termed a “supernatural” manner.
To be sure, all of us involved in the process of “spreading the word” should be cautious in our attempts to do so. Although the “truth” may be offensive, we should strive to avoid being offensive towards others in our communications and behavior. Above all we must remain patient and treat others with dignity and respect. In time, if we do speak the truth and SP Technology products really do represent a new paradigm in loudspeaker performance; the world will ultimately come to realize it. Yea, all but the most defiant will have little choice – and that to their own loss.
Sincerely,
Bob Smith
SP Technology Loudspeakers
