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b'Alexander Manu is the author of many design thinking books, and is a lecturer at OCAD University, where I\\u2019ve also had the chance to lecture a few times.\\xa0He was also the head of a big design studio called Axis for 25 years starting in 1980.\\xa0Today Alexander is going to share some valuable knowledge on how inventors, startups, and small manufacturers should attempt to disrupt and capture an industry, all done by identifying, transitioning, and defining the category for yourself so that your product can be unbeatable.\\nToday you will hear us talk about:\\n\\nThe iPhone changed everything, but most people misunderstood what the iPhone really was.\\n\\nWhen you want to be competitive in hardware, you want to define the market yourself.\\n\\nBe courageous, trust your gut, think about the long term.\\n\\nYou want to be the first, the best, or the only.\\n\\nUnderstand what it is\\n\\nYou are not designing hardware, you are designing behavior enablers\\n\\nIs it inside out, or outside in.\\n\\nThe first step in disruption is Transition\\n\\nYou cannot judge disruptors by existing lenses, as it\\u2019s new.\\n\\nEvery product is a cultural transformation\\n\\nWhat is the nature of transformation\\n\\nDefine the category for yourself\\n\\nAs a hardware startup you need to overcome the natural industry baises\\n\\nThink far down the road, what will your disruption change in the future?\\n\\nMakes it very hard to compete (WD-40, Kleenex)\\n\\nWhen you disrupt, you need to unlearn.\\n\\nAlways aspire to be the best, especially these days.\\n\\nDon\\u2019t compromise on quality.\\xa0Price is no longer an issue, both in the product, but also in the cost of designing it right.\\n\\n\\nEPISODE LINKS\\nAlexander Manu Links:\\n\\n\\nWebsite: https://www.alexandermanu.com\\n\\n\\n\\nLinkedIn: https://www.linkedin.com/in/alexander-manu-458b7b3/\\n\\n\\n\\nThe Product Startup Podcast Links:\\n\\n\\nWebsite: https://www.ProductStartup.com/\\n\\n\\n\\nInstagram: https://www.instagram.com/ProductStartup/\\n\\n\\n\\nLinkedIn: https://www.linkedin.com/company/ProductStartup/\\n\\n\\n\\nFacebook Page: https://www.facebook.com/ProductStartup/\\n\\n\\n\\nFacebook Group: https://www.facebook.com/groups/ProductStartup/\\n\\n\\n\\nPinterest: https://www.pinterest.com/ProductStartup/\\n\\n\\n\\nTwitter: https://twitter.com/ProductStartup\\n\\n\\n\\nYouTube: https://www.youtube.com/MakoInvent\\n\\n\\n\\nMako Design Links:\\n\\n\\nWebsite: https://www.makodesign.com/\\n\\n\\n\\nYouTube: https://www.youtube.com/MakoInvent\\n\\n\\n\\nInstagram: https://www.instagram.com/MakoInvent/\\n\\n\\n\\nLinkedIn: https://www.linkedin.com/company/MakoDesign/\\n\\n\\n\\nFacebook: https://www.facebook.com/MakoInvent/\\n\\n\\n\\nPinterest: https://www.pinterest.com/MakoInvent/\\n\\n\\n\\nTwitter: https://twitter.com/MakoInvent/\\n\\n\\n\\nKevin Mako Links:\\n\\n\\nInstagram: https://www.instagram.com/Entrepreneurs/\\n\\n\\n\\nLinkedIn: https://www.linkedin.com/in/KevMako/\\n\\n\\n\\nQuora: https://www.quora.com/profile/Kevin-Mako\\n\\n\\n\\nFacebook: https://www.facebook.com/KevMakoPage/\\n\\n\\n\\nTwitter: https://twitter.com/KevMako/\\n\\n\\n\\nAbout: MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop-shop for developing your physical product from idea to store shelves, all in a high-quality, cost-effective, and timely manner. We operate as one powerhouse 30-person product design team spread across 4 offices to serve you (Austin, Miami, San Francisco, & Toronto). We have full-stack in-house industrial design, mechanical engineering, electrical engineering, patent referral, prototyping, and manufacturing services. To assist our startup and inventor clients, in addition to above, we help with business strategy, product strategy, marketing, and sales/distribution for all consumer product categories. Also, our founder Kevin Mako hosts The Product Startup Podcast, the industry\\u2019s leading hardware podcast. Check it out for tips, interviews, and best practices for hardware startups, inventors, and product developers. Click HERE to learn more about Mako Design + Invent!'