The GoPro Army | brands telling stories |
How a scrappy little camera company turned its customers into a stoked sales force and became a $250 million industry.


Woodman wanted to bring me here for three reasons. One, GoPro is a company that's deeply invested in storytelling (primarily in the form of extreme-sports videos), so he suggested we do part of our interview here, with a dramatic backdrop and some adrenaline-pumping action between questions. We had been at the company's office all day, just up the road in Half Moon Bay, but as the sun dipped enough to provide the magical golden light of late afternoon, it was time to switch venues and turn on the cameras.