Over the past 12 years, GoPros revolutionized the way we see things.
As CBS News correspondent Carter Evans reports, adrenaline junkies and everyday people are strapping the small, lightweight cameras on pretty much anything that moves.
Whether you're scaling new heights, going for a drive with friends or just bringing the dog for a walk, GoPro has become the go-to camera to capture it.
Millions have taken its slogan to heart -- wear it, mount it, love it.
It began as a simple waterproof camera CEO Nick Woodman developed years ago with a close knit group of companions.
"There were eight of us, mostly college friends and a couple of family members," Woodman said. "I should have been jumping up and down for joy with everybody, but I was terrified because I learned for the first time what they mean when they say that success can kill a business that isn't ready for it -- and we were not ready for it."
The company that sold its first product out of a van has since transformed into a multi-billion dollar juggernaut.
"I think it was terrifying more than anything," Woodman admitted. "It was holiday season 2009 and we'd just launched the first HD Hero and everything went crazy. It quickly became one of the best-selling products in stores."
The company boasts a huge market share: roughly half of all video cameras sold in the U.S. are GoPros.
Thrill seekers around the world first adopted it, and partnerships with pro athletes like surfer Kelly Slater and snowboarder Shawn White brought it to the mainstream.
Now GoPro is growing up, moving beyond adventure sports, to the masses.
On Monday, Woodman joined the CBS This Morning co-hosts to reveal the Hero 4 line: the latest additions to the 800-person company.
The flagship model Hero 4 Black, shoots 4K30 resolution video, at the same time capturing 8.3 megapixel images.
"In addition to shooting incredible life-like video of an event, you also can pull still photos from that video," Woodman said. "So you can effectively shoot photo and video at the same time."
The company went public back in June, and in typical fashion, Woodman caught it all on camera -- with a GoPro.
Like the cameras they sell, its stock is soaring to new heights, nearly quadrupling since the company's initial public offering.
Despite his success though, not everyone recognizes the California surfer-turned-CEO.
He and his wife and co-founder recently took a trip to Italy. A couple walked by GoPro in hand, and filmed the duo eating breakfast. Unbeknownst to them, they had just filmed two of the people responsible for the POV device.
"I wish that I had written on a card and put it in an envelope, a note that said don't open this for an hour and then he would open it and see you just filmed the founding couple of GoPro," Woodman joked.
But the real magic of GoPro is the ability to see through another lens - whether that's another person or an animal.
"We're passionate about unlocking perspectives of life that none of us have ever seen before," Woodman said. "The result is incredible content that none of us have ever seen before."
The Hero 4 Black and the Hero 4 Silver will hit store shelves on October 5.