# 121: Disrupt an Industry with your Hardware Invention

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-04-06
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention
- Listen: https://productstartup.com/

## Summary

Alexander Manu, former head of Axis and OCAD University lecturer, explains how hardware startups can disrupt industries by defining their own category rather than competing within existing ones. He uses the iPhone as a primary example, arguing that Apple succeeded by designing 'behavior enablers' rather than just hardware, thereby transforming cultural norms and user expectations. Manu advises founders to aspire to be the 'best, first, or only,' emphasizing that high-quality materials and engineering are essential to justify premium pricing and create a new standard of excellence in the market.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=0) Introduction: Alexander Manu and the history of Axis
- [2:13](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=133) Defining the market: The strategy of being first, best, or only
- [7:02](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=422) The iPhone case study: Misjudging disruption as hardware vs. behavior
- [12:51](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=771) Vision and strategy: Condition vs. Ambition strategies
- [18:38](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=1118) Overcoming industry bias: Unlearning and defining the ideal
- [22:24](https://hardwarepodcasts.com/podcast/product-startup/2022-04-06-121-disrupt-an-industry-with-your-hardware-invention#t=1344) The cost of quality: Why you cannot compromise on materials

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [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

- Axis (company)
- OCAD University (other)
- Krillman International (company)
- Piper Piper (product)
- Apple (company)
- iPhone (product)
- WD-40 (product)
- Kleenex (product)
- Breville (company)
- Alessi (company)

## Related episodes from other shows

- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [#063 - Your (hardware) product is not your product - think in terms of business models, with your host Balint Horvath, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-10-24-063-your-hardware-product-is-not-your-product-think-in-terms-of-business-models) (The Hardware Entrepreneur)
- [#066 - How to apply lean startup principles to hardware, with Ash Maurya of Leanstack, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2019-01-16-066-how-to-apply-lean-startup-principles-to-hardware-with-ash-maurya-of-leanstac) (The Hardware Entrepreneur)
- [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)
- [How to Know If Your New Product Idea is a Good One to Pursue](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-06-28-how-to-know-if-your-new-product-idea-is-a-good-one-to-pursue) (Predictable Designs Podcast)

## Citing this page

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