Tripp McLaughlin was senior director of brand management at Hilton Worldwide in McLean, Virginia, when the company decided to explore growth through the launch of a new midscale brand in 2015. McLaughlin and team spent a year strategizing. They developed a prototype midscale property called Tru by Hilton that would be simple, spirited, and grounded in value. By April 2016, the first Tru by Hilton opened in Oklahoma City. While excited about the launch, McLaughlin still harbored the concerns he had had from the beginning. Should Hilton fill the midscale gap? Could it successfully differentiate from competitors, and could it build financial success for Hilton at a lower price point?