Since Max Barenbrug and Eduard Zanen founded Bugaboo, a baby stroller company, in 1995, the company had grown into a global corporation with over 800 people worldwide. Such rapid growth and accretion of brand equity presented Bugaboo with both opportunities and challenges. Max's vision was to become "the leading mobility brand in the world." To achieve this vision, the company would have to introduce new products in categories outside of strollers. How could the company capture and replicate the essence of what drove its initial success?