# Advice Line with Jamie Siminoff of Ring

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-08-22
- Length: 51m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring

## Summary

Jamie Siminoff, founder of Ring and current CEO of Door and Door, joins Guy Raz to answer questions from three hardware founders. Siminoff advises Vico, inventor of the Ergo Flex Desk, on focusing his Kickstarter campaign on specific niches like accessibility rather than trying to appeal to everyone. He counsels Iyin, founder of Luji's Chocolate, on maintaining premium pricing and brand authenticity while scaling ethically sourced products. Finally, he guides Francesca Thompson of Thrive 12 on whether to pursue business certifications to gain advantages on Amazon.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring#t=0) Introduction: Jamie Siminoff and Ring
- [3:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring#t=222) Vico and the Ergo Flex Desk Kickstarter Strategy
- [18:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring#t=1084) Iyin and Luji's Chocolate Pricing and Branding
- [33:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring#t=2028) Francesca Thompson and Thrive 12 Amazon Certifications
- [48:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring#t=2881) Siminoff's Advice to His Younger Self

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Ring (product)
- Amazon (company)
- Ergo Flex Desk (product)
- Kickstarter (other)
- Luji's Chocolate (product)
- Tony's Chocoloni (product)
- Liquid Death (product)
- Door and Door (company)
- Shark Tank (other)

## Related episodes from other shows

- [Adafruit, Chip heist, Hackerspaces - The Kit Conniption](https://hardwarepodcasts.com/podcast/the-amp-hour/2011-04-26-adafruit-chip-heist-hackerspaces-the-kit-conniption) (The Amp Hour)
- [130: Embarrassment, Then Relief](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief) (Thoroughly Considered)
- [S2E37 Defied the odds:  A Physical Product Development Firm That Focuses on Startups & Small Businesses, Mako Design + Invent –Kevin Mako](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-08-23-s2e37-defied-the-odds-a-physical-product-development-firm-that-focuses-on-startu) (Being an Engineer)
- [25: Q&A](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-03-30-25-q-a) (Thoroughly Considered)
- [An Interview with Josh Lifton](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-09-09-an-interview-with-josh-lifton) (The Amp Hour)

## Citing this page

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