Some products don’t just succeed — they shape culture. The Fender Telecaster and Stratocaster didn’t merely define new sounds; they became creative tools that generations of musicians built their identities around. Stewarding products with that kind of legacy requires a rare balance of respect for the past and clarity about the future. Few leaders understand that balance better than Justin Norvell, President of Americas at Fender. As the company continues to evolve, Justin helps guide one of the most influential names in music through changing expectations — where musicians want not just great instruments, but better ways to learn, create, and stay connected to their craft. In this episode of Building One, host Tomer Cohen sits down with Justin Norvell to explore how iconic products endure, how product thinking applies far beyond software, and why deeply understanding your users is the throughline of great product leadership. Tomer and Justin discuss: What makes products like the Telecaster and Stratocaster timeless — and what must never change How Fender thinks about expanding the musician experience without diluting its core Applying modern product principles inside a craft-driven, legacy brand Lessons from leading teams where heritage and innovation must coexist Why trust, community, and authenticity are essential to building products that last This conversation is for builders working inside established companies, leaders navigating transformation, and anyone interested in how enduring products are built — whether they live in code, hardware, or culture. Follow & learn more: Follow Tomer Cohen on LinkedIn and check out his newsletter, Building LinkedIn Follow Justin Norvell on LinkedIn