An Amazon-native brand, Anker is the world's No. 1 mobile charging brand and a leading consumer electronics company. Over the years, Anker developed an effective model of proving new products online first by leveraging customer insights from its proprietary Voice of Customer system before selling these products offline. In May 2021, Steven Yang, founder & CEO of Anker, and Dongping Zhao, President of Anker, need to decide whether to say yes or no to a request from Costco, the largest warehouse club in the US with over 500 stores, to supply three new smart home products.