Be
AMAZING
17
Although manufacturers have coated their
guitar strings for many years to make them
last longer by protecting them from
perspiration, oil, and dirt, the coating
severely compromised the quality of the
sound.
Gore had no presence in the music industry
until one associate envisioned a completely
new type of guitar string that would prevent
string contamination, last longer, and be
more comfortable for musicians to play.
Relying on the company’s unique culture
and mentoring system to support his efforts,
he formed a cross-functional team—
including Michael and John—to make it
happen.
Each member of the Gore team had the
knowledge and know-how needed to
develop this exciting new product. With the
entrepreneurial spirit characteristic of Gore,
they took this innovative concept to the
marketplace in less than two years.
But the team’s commitment to integrity didn’t
stop in the lab. They asked 15,000
musicians to test the new strings for sound
quality before the product was introduced.
Since then, revolutionary ELIXIR® Strings
have inspired a generation of musicians all
over the world to pick up their guitars and
play. And their ELIXIR® Strings experience
and the challenges they overcame have
changed their lives, too. Here are their
stories.
Change
Music
How did  the creators of GORE-­‐TEX® products  -­‐worn  
by outdoor enthusiasts and people with active  
lifestyles all over  the world  -­‐  invent a new kind of  
guitar  string?
Imagine a  job where you  can  
follow your passion and apply  
your knowledge  to develop a  
revolutionary product  in a new  
industry  for your company.