Cortex 170: Simone Giertz – State of the Workflow
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Aug 18, 2025 
Simone Giertz, an inventive product designer known for her quirky 'bad robots' on YouTube, shares her journey transforming ideas into realities at Yetch Studio. She discusses the creative challenges of product naming, revealing humorous hurdles like trademark issues. Simone also addresses the balance of quality and market perception, navigating crowdfunding pressures, and managing logistics as a small company. Plus, she shares unique strategies for mastering distractions and gamifying household chores!
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Laser Cutting Over Plastic Prototypes
- Simone values the laser cutter and CNC for rapid prototyping with real materials like wood and metal.
- She prefers resolving design in CAD before committing to hand-built prototypes.
Studio Born From Creative Control And Health
- Simone started Yetch Studio to make original products, not merch, and to escape solely relying on influencer work.
- Severe health problems in 2018 pushed her to build a business that wouldn't hinge entirely on her presence.
Products From Ordinary Friction
- Ideas come from spotting everyday inconveniences and asking how an object could do something different.
- Simone aims to add functionality without removing an object's core purpose.