# 188: Use Inventor Narrative to Design Great Hardware Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2023-08-11
- Length: 19m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products
- Listen: https://productstartup.com/

## Summary

Suresh Sethi, a Professor of Industrial Design at the University of Illinois and former VP at Whirlpool, explains how integrating customer storytelling into the design process creates more profitable hardware products. He details his PhD research on narrative visualization, using examples like the Alessi Juicy Salif and Whirlpool refrigerators to show how understanding user context and emotional connection drives form and function. Sethi argues that designers must remove ego, focus on the client's story, and create an ecosystem of teamwork to translate these narratives into simple, timeless forms that resonate with consumers.

## Chapters

- [0:37](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=37) Introduction: Suresh Sethi and the importance of storytelling
- [1:47](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=107) Sethi's career: Phillips, design school, and optimizing for lightness
- [1:47](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=107) Removing ego and building trust with clients through narrative
- [7:59](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=479) PhD thesis: The role of narrative in product visualization
- [8:28](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=508) Case studies: Alessi Juicy Salif and Whirlpool refrigerator colors
- [14:25](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=865) Applying narrative to hardware startups and competitive advantage
- [16:38](https://hardwarepodcasts.com/podcast/product-startup/2023-08-11-188-use-inventor-narrative-to-design-great-hardware-products#t=998) Conclusion: Simple forms, memorable names, and emotional connection

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies, large enterprises

## Mentioned

- University of Illinois (company)
- Whirlpool (company)
- Phillips (company)
- National Institute of Design (company)
- Dormus Academy (company)
- Mako Design + Invent (company)
- Alessi (company)
- Samsung (company)

## Related episodes from other shows

- [S7E16 Chad Walters | Constraints, Iteration, & Industrial Design in Product Development](https://hardwarepodcasts.com/podcast/being-an-engineer/2026-04-10-s7e16-chad-walters-constraints-iteration-industrial-design-in-product-developmen) (Being an Engineer)
- [#006: The Creators Revolution + Mid-Week Update - February 2, 2022](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2022-02-02-006-the-creators-revolution-mid-week-update-february-2-2022) (Designing in the Wild)
- [IDology #1 - How to get the best designs from an industrial design company](https://hardwarepodcasts.com/podcast/idology/2022-10-24-idology-1-how-to-get-the-best-designs-from-an-industrial-design-company) (IDology)
- [#004: Why We Need to Be Tinkering More: Industrial Designer Jorge Paricio - Open-Ended Exploration, Sketching and Ideation, Material Knowledge, Confirmation Bias, and Getting Out To Talk With End Users.](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2022-01-24-004-why-we-need-to-be-tinkering-more-industrial-designer-jorge-paricio-open-ende) (Designing in the Wild)
- [80: Jony Ive’s Favorite Things](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-05-18-80-jony-ives-favorite-things) (Thoroughly Considered)

## Citing this page

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