GoPro's CEO says the company has succeeded despite one major problem with its product

GoPro CEO Nick Woodman knows his company has nailed the hardware side of the business.

The newest product, the GoPro Hero4 Session, isn't selling as well as some would like because people are still excited about buying the traditional camera, Woodman explained on-stage at Tech Crunch Disrupt in San Francisco.

It's not a bad problem to have.

But Woodman said that the camera isn't what makes GoPro a successful company: it's the promise of creating epic videos along the lines of the "GoPro life."

The challenge is turning users' hour-long adventure videos into two-minute highlight reels that they can share with friends, Woodman said.

"It's a bit like an iPod without its iTunes. In some ways, GoPro is exceeding in spite of itself," Woodman said.

"When people buy a GoPro, they buy the promise of great content that they can use to document a personal experience and share it with other people.

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