# Intrapreneurship in Industry 4.0: What You Need to Succeed

- Show: [Over the Air](https://hardwarepodcasts.com/podcast/over-the-air)
- Published: 2022-02-01
- Length: 24m
- Page: https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed
- Listen: https://podcasters.spotify.com/pod/show/over-the-air/episodes/Intrapreneurship-in-Industry-4-0-What-You-Need-to-Succeed-e2l43s2

## Summary

Christopher Couch, SVP and CTO of Cooper Standard and founder/CEO of Liveline Technologies, explains how his team spun off an intrapreneurial project into a standalone company to solve real-time control problems in manufacturing. Couch details the use of a low-risk 'test pad' at Cooper Standard’s Livonia, Michigan technology center to iterate quickly, contrasting this with the consistency required in mass production. He highlights two major surprises: the technical complexity of the minimal stack required for real-time ML-based control, and the business model difficulty of quantifying economic value, which forced a shift to subscription pricing. Couch also discusses the cultural challenges of managing a spin-off within a large enterprise and the importance of hiring for passion and rapid skill acquisition.

## Chapters

- [1:06](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=66) Introduction: Christopher Couch and Liveline Technologies
- [2:45](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=165) Solving Internal Pain Points and Validating Market Fit
- [5:24](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=324) The Livonia Test Pad: Balancing Innovation and Mass Production
- [8:14](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=494) Navigating Vendor-Competitor Relationships with 18 IoT Companies
- [10:37](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=637) Technical and Business Model Surprises in Real-Time Control
- [16:04](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=964) Hiring for Passion: The 'Weekend Project' Interview Strategy
- [18:20](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=1100) Making Manufacturing Cool and Reducing Carbon Footprint
- [20:35](https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed#t=1235) Ecosystem Partners: Tulip IO, Site Machine, and Litmus IO

## Topics

- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Cooper Standard (company)
- Liveline Technologies (company)
- Tulip IO (company)
- Site Machine (company)
- Litmus IO (company)

## Related episodes from other shows

- [How a Career in Manufacturing Prepares You for Entrepreneurship with Kiley Summers, Founder of SpenDebt](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-10-06-how-a-career-in-manufacturing-prepares-you-for-entrepreneurship-with-kiley-summe) (Manufacturing Happy Hour)
- [180: Made in Missouri, Live from the 2024 Midwest Manufacturers Trade Show & Conference](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-04-09-180-made-in-missouri-live-from-the-2024-midwest-manufacturers-trade-show-confere) (Manufacturing Happy Hour)
- [The Impact of Embedded Technology | Losant's Brandon Cannaday](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-08-16-the-impact-of-embedded-technology-losants-brandon-cannaday) (IoT For All Podcast)
- [The Costs and Challenges of Scaling IoT for Success | Prescient Devices, Founder & CEO Andy Wang](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2021-11-09-the-costs-and-challenges-of-scaling-iot-for-success-prescient-devices-founder-ce) (IoT For All Podcast)
- [Interview with Eric Ries - Transorted Testing Tachydidaxy](https://hardwarepodcasts.com/podcast/the-amp-hour/2013-08-21-interview-with-eric-ries-transorted-testing-tachydidaxy) (The Amp Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/over-the-air/2022-02-01-intrapreneurship-in-industry-4-0-what-you-need-to-succeed. 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 Over the Air.