Olympian Shaun White says great businesses start with one thing

Three-Time Olympic Gold Medalist and Founder of The Snow League Shaun White says great businesses start with one thing: a clear vision of the need you're fulfilling. "Every time I start out to do something new, I'm like, 'how is this going to be unique in the space? How is this going to be something that I believe in and others will believe in?'" he told Fortune at Cannes Lions 2026.