# 087: Purpose is a Big Part of Consumer Product Success

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-08-04
- Length: 49m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success
- Listen: https://productstartup.com/

## Summary

Paul Rowan, Co-Founder of Umbra, explains how he built a global household product brand starting with a single window shade product in 1979. He details the evolution of Umbra’s purpose from a career launch to a strategic mission of 'democratizing design' by creating modern, affordable, and innovative home goods. Rowan emphasizes the importance of professional presentation, stakeholder collaboration with retailers, and diversifying product lines to manage risk while scaling. He also discusses how Umbra leveraged student design collaborations and community engagement to maintain relevance and drive innovation in a competitive market.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=0) Introduction: Paul Rowan and Umbra's Origins
- [2:11](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=131) Umbra's Early Days and the First Product
- [9:32](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=572) Professionalism and Market Entry
- [13:51](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=831) Defining Purpose and Stakeholder Collaboration
- [18:32](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=1112) Strategic Purpose: Modern, Innovative, Accessible
- [21:59](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=1319) Higher Purpose: Sustainability and Community
- [25:07](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=1507) Managing Risk and Scaling Through Diversification
- [30:46](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=1846) Trade Shows and Retailer Relationships
- [35:18](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=2118) Design Competitions and Student Innovation
- [44:42](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success#t=2682) Designing for Digital and Mobile Sales

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Umbra (company)
- Mako Design + Invent (company)
- Museum of Modern Art (other)
- Target (company)
- Cheerios (product)
- Garbino Can (product)
- iPhone (product)

## Related episodes from other shows

- [Advice Line with Eric Ryan of Method](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-26-advice-line-with-eric-ryan-of-method) (How I Built This)
- [Live From The HIBT Summit: Marcia Kilgore](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-09-live-from-the-hibt-summit-marcia-kilgore) (How I Built This)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [Parachute Home: Ariel Kaye](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-05-parachute-home-ariel-kaye) (How I Built This)
- [method: Adam Lowry & Eric Ryan (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-10-12-method-adam-lowry-eric-ryan-2018) (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/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success. 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 Product Startup.