Bassel Idriss is co-founder and CEO of Generics; a consumer tech startup that solves for poor fitting, uncomfortable earphones. Generics mak(d)e custom eartips to the shape and size of individual ears through an App, photogrammetry and 3D Printing. Previously, Idriss spent 15 years in the corporate world, predominantly with Procter & Gamble leading global brands, businesses and organisations. Idriss has successes with double digit top and bottom line growth, leadership market shares, product launches, awards and celebrations. He also learned from failure; ideas that gloriously flopped, strategies that fell short and over engineered product solutions. Idriss is also a grateful son, loving husband, devoted father, sincere friend and passionate sportsman.