18: No Cool Cheap Screwdrivers
Tom Gerhardt and Dan Provost of Studio Neat discuss the launch of their new product, The Material Dock, an adjustable charging stand for iPhones and Apple Watches made from walnut and molded cork. They detail the manufacturing challenges, including supplier failures and a lightning strike on their local woodshop, and explain design decisions such as including a screwdriver and using 3D printed internal parts. The episode also covers the creation of a viral marketing video using post-Steve Jobs keynote footage and their strategy for selling directly to consumers.