121: Disrupt an Industry with your Hardware Invention

The iPhone changed everything, but most people misunderstood what the iPhone really was.

When you want to be competitive in hardware, you want to define the market yourself.

Be courageous, trust your gut, think about the long term.

You want to be the first, the best, or the only.

Understand what it is

You are not designing hardware, you are designing behavior enablers

Is it inside out, or outside in.

The first step in disruption is Transition

You cannot judge disruptors by existing lenses, as it’s new.

Every product is a cultural transformation

What is the nature of transformation

Define the category for yourself

As a hardware startup you need to overcome the natural industry baises

Think far down the road, what will your disruption change in the future?

Makes it very hard to compete (WD-40, Kleenex)

When you disrupt, you need to unlearn.

Always aspire to be the best, especially these days.

Don’t compromise on quality. Price is no longer an issue, both in the product, but also in the cost of designing it right.