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He continues: “I know that we need to feel magic. I like it too.… But I love that element of proving simplicity of all this stuff and making it digestible to younger players and taking the chaos out of decisions. So, for me, that’s where the collecting started happening. Everything I’d ever heard anyone say about a pedal, I immediately needed to find the pedal and see if it was true.”And while the trio have plenty of inside-baseball stuff to cover, from how they’ve approached their YouTube content to how they tackle endorsement cold calls to branding—“products are not that important in the long term. Brand is more important than products.” But Josh is here to talk about his relaunch of the Ross brand and his YouTube documentary about the brand. The story, he says, is “more important than the pedals even. I just love the stories and stuff."
The pedal circuits were the easiest part of the whole thing. It’s awesome to have worked so hard and to see the impact that just a good story has. We got inundated with messages … saying, ‘Man, I cried about pedals.’”“I just really love the history element,” he says later, “so much that it feels like this really natural piece of being able to tell those stories and then move the story forward … One of my favorite things to do is taking some classic thing and replicating it perfectly. Like, I love the science of that.”