The challenge of this product was introducing a completely new technology. Some 25 years ago High Definition TV was a puzzle to most consumers. Today, the same applies to High-Resolution Audio.

We had to strike a balance of what it was, why they’d like it, and how it worked (just a little—to support the claims of superior sound). Required points were conveyed with at-a-glance phrases, and I wrote the copy in a downward spiral—starting with broad benefits, then diving deeper and deeper into technical details that informed readers would not only expect to see, but would demand to see.

Sony’s beautiful product photography clinched the impression of a premium Walkman now offering premium sound.