# Core Talk, Episode 3: Martin Postler & Ian Ferguson, Founders of Design Firm PostlerFerguson

- Show: [Core77 Podcast](https://hardwarepodcasts.com/podcast/core77-podcast)
- Published: 2017-02-23
- Length: 15m
- Page: https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf
- Listen: https://soundcloud.com/corejr/core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerferguson

## Summary

Martin Postler and Ian Ferguson, founders of the London-based design consultancy PostlerFerguson, discuss their work on diverse consumer products including the Stekler shoe stacking system and Papa Foxtrot wood toys. They explain the operational differences between managing small startup clients and large corporate accounts, noting that creative constraints often lead to better outcomes. The founders also share their criteria for the Core77 Design Awards, emphasizing high-quality manufacturing and designs that define a desirable future rather than chasing trends.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=0) Introduction: PostlerFerguson and their portfolio
- [1:20](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=80) PostlerFerguson's business model and self-funded projects
- [3:42](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=222) Working with small startups versus large corporate clients
- [6:12](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=372) Balancing creativity with client constraints and goals
- [8:28](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=508) Research methods and learning from self-funded products
- [10:07](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=607) Ensuring product longevity through quality over technology
- [13:00](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf#t=780) Core77 Design Awards criteria: future vision and quality

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- PostlerFerguson (company)
- Papa Foxtrot (product)
- Stekler (product)
- Core77 Design Awards (other)
- MIT (company)
- BBC Worldwide (company)
- Victorian Albert Museum (company)

## Related episodes from other shows

- [168: The Future of Hardware Product Design Thinking](https://hardwarepodcasts.com/podcast/product-startup/2023-03-23-168-the-future-of-hardware-product-design-thinking) (Product Startup)
- [Ep 1: The hard truth about building design team](https://hardwarepodcasts.com/podcast/build-2-create-hardware-founder-stories/2026-01-08-ep-1-the-hard-truth-about-building-design-team) (Build 2 Create: Hardware Founder Stories)
- [25: Q&A](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-03-30-25-q-a) (Thoroughly Considered)
- [STL364: Good Design Goes Unnoticed](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed) (Shop Talk Live)
- [Advice Line with Alexa Hirschfeld of Paperless Post](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-23-core-talk-episode-3-martin-postler-ian-ferguson-founders-of-design-firm-postlerf. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Core77 Podcast.