Jimmy Iovine and Dr. Dre sold Beats to Apple for $3 billion in 2014. Before Beats took off, they had to convince people to pay $300 for headphones at a time when Apple was giving earbuds away for free with every iPod and iPhone. “Our job is to get them on people’s heads. Once they hear it, they’re not going back.” “And that’s what we did. We brought culture and we got them on people’s heads to try them." "And then once young people started trying them, they wanted it for Christmas.” ▻