# 75: We Got to Finish Something

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2021-12-16
- Length: 52m
- Episode: 75
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something
- Listen: http://relay.fm/tc/75

## Summary

Dan Provost and Tom Gerhardt of Studio Neat discuss the surprise arrival of a professional spec spot ad for their free app Highball, created by Weekend Video. They detail the ongoing production and shipping challenges of the Cortex Mark Two pen, specifically the bottleneck in Seracote coating and assembly processes. The hosts also explore the potential of returning to software development via subscriptions, the complexities of running Instagram ads, and the launch of a limited-edition Cortex Mark One in collaboration with Myke Hurley.

## Chapters

- [0:08](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=8) Introduction and Highball Ad
- [7:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=427) Studio Neat's Software History and Subscription Potential
- [18:14](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=1094) Cortex Mark Two Production and Shipping
- [28:39](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=1719) Instagram Advertising and Facebook Pixel
- [38:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=2287) Cortex Mark One Collaboration with Myke Hurley
- [48:57](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-12-16-75-we-got-to-finish-something#t=2937) Limited Edition Strategy and Conclusion

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [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)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

companies scaling up

## Mentioned

- Studio Neat (company)
- Highball (product)
- Weekend Video (company)
- Cortex Mark Two (product)
- Cortex Mark One (product)
- Seracote (material)
- Slow, Fast, Slow (product)
- Frameographer (product)
- Cortex (company)
- Facebook (company)
- Instagram (company)

## Related episodes from other shows

- [376: This one only has four utters](https://hardwarepodcasts.com/podcast/making-it/2022-11-04-376-this-one-only-has-four-utters) (Making It)
- [Episode 336: Take the hug…](https://hardwarepodcasts.com/podcast/making-it/2021-12-24-episode-336-take-the-hug) (Making It)
- [Episode 068: Love Handles and Bald Spots](https://hardwarepodcasts.com/podcast/making-it/2016-04-22-episode-068-love-handles-and-bald-spots) (Making It)
- [397: The Gift Curtain](https://hardwarepodcasts.com/podcast/making-it/2023-05-05-397-the-gift-curtain) (Making It)
- [Advice Line with Troy Carter of Atom Factory](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-24-advice-line-with-troy-carter-of-atom-factory) (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/thoroughly-considered/2021-12-16-75-we-got-to-finish-something. 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 Thoroughly Considered.