Joel explained to us, over a Taiwan Beer, that often they have ideas while biking that aren’t necessarily innovative. Their products are first produced, when they are sure that they can make it better than others. To achieve this, they deal in solutions and orient themselves to the customer. For example, they realized that you don’t need any feathers, or 12-speeds, to ride a huge gear ratio (9-46 tooth). e*thirteen also doesn’t have a problem tearing down conventions to make their goals possible. Theoretically, a 9-tooth sprocket can’t be used because of something called the polygon effect, which supposedly creates more intense vibrations the smaller the sprocket gets. Instead of sticking to the theory, e*thirteen produced a 9-tooth sprocket and rode it, and found out that it does work. This goes to show, that actually giving an innovative idea a try can lead to a product that functions flawlessly.