Written by So, New Designers 2011 has come and gone. As ever, it was a good event, and it seemed to be enthusiastically supported by the exhibiting designers.
While walking around, I spend my time looking at designs through the lens of “Could I make that into a killer retail product.” I admit, it’s a narrow view of the world. Many designers have their work on display for reasons beyond my view, and there’s place for all of them.
BUT, for all the different designs, concepts and stages of completion, there seems to be a strong similarity in the mindsets of the exhibiting designers. They all want to get their product out there. Made. Developed. Launched. To market. Sold. Licensed. Whatever! Just make it GO! There’s an air of expectation in the room that is shared by all the exhibitors: “Will someone walk up to me while I’m here, and say: ‘Your product is phenomenal, I want to work with you . I’ll supply you what you need, and together we’re going to make this product of yours into a huge success.’”
In reality, when you walk around with the view of “Could I make that into a killer retail product.” the exhibition is a floor full of complexity. Why? Because the designs are often concepts. Part of something great, but no one is quite sure what it’ll be just yet. Or the start of a technical implementation. Or, it’s pretty darn good, but the target market it caters for is going to be really hard to reach.
When I see that, I HOPE that someone is explaining to all the designers that they have to make a choice:
- Option 1: Design a component, a technology, a concept, or build a proof of concept.
- Option 2: Design the whole product experience.
If you choose Option 1, be prepared to partner like crazy! Work with other designers, get help from business students, get engineers involved, keep taking it further. You will need to seed your idea in lots of different ways, and keep iterating before you find the niche or team that makes it fly.
If you choose Option 2, you’ve got to keep going, and start thinking about how you’re going to go all the way on your own. Can you begin manufacturing? Can you get it made cheaper? What will packaging be like? How much is it going to cost? How will you market it? Which stores will stock it? What shipping options will you offer? Assume no one else is ever going to help again. It’s just you, now KEEP GOING.
Even if you plan to license your product to someone else who does the manufacturing etc, you still cant afford to slip into the middle ground of “I’m going to do my design bit, and someone else will take it further for me.”