# 071: Making a Better Product in a Competitive Market

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-04-14
- Length: 31m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market
- Listen: https://productstartup.com/

## Summary

Jamie Libregts, Director of Product Marketing at Reliable Corporation, explains how the company revitalized its Uber Lite sewing light by switching vendors to access modern LED technology, enabling a USB-powered design that opened global markets. He details the strategic decision to target premium verticals like audio and hobbies through engaging marketing videos rather than competing on price. Libregts emphasizes the importance of testing prototypes with power users to refine features like color and ergonomics before production, ensuring the product maintains its high-end brand positioning.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=48) Introduction: Jamie Libregts and Reliable Corporation
- [3:36](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=216) The History of the Uber Lite and Market Evolution
- [8:32](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=512) Redesigning the Uber Lite: Vendor Switch and USB Innovation
- [12:38](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=758) Brand Positioning and Premium Pricing Strategy
- [18:54](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=1134) Marketing to Multiple Verticals via Launch Video
- [26:42](https://hardwarepodcasts.com/podcast/product-startup/2021-04-14-071-making-a-better-product-in-a-competitive-market#t=1602) Testing Prototypes and Gathering User Feedback

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

established companies

## Mentioned

- Reliable Corporation (company)
- Uber Lite (product)
- Mako Design + Invent (company)

## Related episodes from other shows

- [429: The Fabric of Your Lungs](https://hardwarepodcasts.com/podcast/making-it/2024-02-09-429-the-fabric-of-your-lungs) (Making It)
- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [102: Keen](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen) (Thoroughly Considered)
- [186: Sleeping on the Factory Floor](https://hardwarepodcasts.com/podcast/embedded-fm/2017-02-09-186-sleeping-on-the-factory-floor) (Embedded.fm)
- [S7E26 Paul Vizzio | From Prototype to Product: How Paul Vizzio Engineered RemieDog Into a Real Hardware Business](https://hardwarepodcasts.com/podcast/being-an-engineer/2026-06-19-s7e26-paul-vizzio-from-prototype-to-product-how-paul-vizzio-engineered-remiedog) (Being an Engineer)

## Citing this page

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