perfect synchrony.

Change, Develop and Grow

Dre has gone through various stages of growth during his career. In the mid-90’s he tried to rid himself of his gangster image by releasing a song called “Been There Done That”. After the single was received badly by critics he quickly returned to his gangsta ways. He has been a prolific music producer and musician but also founded his own music company Aftermath and more recently, entrepreneurship has come to the forefront of his life. He now considers himself a technological entrepreneur who is dedicated to advancing consumer products. This must feel like a million miles away from the streets of Compton where Dre was raised. And indeed the mafioso character that he often portrays in his music. But no doubt the 'challengermindset' he developed in his gangster days has helped him question the norms and break boundaries in consumer products.

Dre has an extraordinary ability to master whatever craft he chooses, whether it be producing music or working alongside some of the brightest innovators in the world at the upper echelons of Apple. When asked about his motivations- Dre tells people it is to change the course of history. It is this principle that drives him to excellence project he decides to channel his energy into.

Refuse to be Forgotten

Dr Dre famously once said that every time he creates an album, he will only release it if he feels that it will change the course of the entire genre. He has successfully brought this obsessive attitude to his business ventures -