What Is Studio Neat?

Studio Neat is a product design company of two people, Tom Gerhardt and Dan Provost (me). We got our start on Kickstarter 10 years ago, and have been designing and launching products ever since. We actually just celebrated our 10 year anniversary, and you can read more of our history here.

What Are Your Backgrounds? What Led You To Starting A Company Together, And How Did You Choose This Space?

Tom and I went to design school together at Texas A&M, and we were working as designers in New York City when inspiration for the idea for the Glif struck. We had no aspirations of starting a company, we just wanted to make cool stuff together. When the Glif was a hit on Kickstarter, and then we followed it up 6 months later with another Kickstarter hit, we knew we needed to quit our jobs and take Studio Neat full time. 

What Have Been Both Your Favorite And Least-liked Parts Of Your Entrepreneurial Journey? What Have Been Your Most Challenging And Most Exciting Moments For You And The Company?

My favorite part is probably the autonomy. We get to decide the products we work on, the hours we work each day, work / life balance, etc. It’s an incredible luxury to do so. The least-favorite part is probably the stress that can crop up at times. The buck stops with us, so we are ultimately responsible for every aspect of our company. 

The most challenging time came when we had our first public failure, our failed Kickstarter campaign for Obi, a laser cat toy. We learned a lot of valuable lessons through that, mostly about product / market fit and how to appeal to our existing audience. It was a good course correction, our company has been stronger and more focused since that failure. 

The most exciting moments are always when we launch new Kickstarter campaigns, but nothing will beat the excitement of that first campaign in 2010.

Tell Us About Your Product Design And Manufacturing Process. What Are Some Of The Critical Steps That Go Into Each New Product You Release In Order To Bring It From Concept To Market?

All new product ideas typically begin with a text conversation between Tom and I. We are always kicking ideas around. If something seems promising, we will try to make a prototype as quickly as possible, usually with 3D printing, desktop CNC, or some other method. If the idea has legs, we will continue to test and refine, often going through dozens of iterations. All the while we are thinking about the story of the product, how to pitch it to customers. Sometimes we will send prototypes to trusted friends for feedback, but not always. 

We have launched products on Kickstarter 11 times, but we don’t always launch on Kickstarter. It mostly depends on if we need an upfront investment to make the thing, or if we feel like it is a good fit for the platform in general.

Anything Exciting That Will Be Launching Soon?

Yes, we just launched new Material Docks that use the new MagSafe charger for iPhones. And we are working on some other variations as well.

The E-Commerce And DTC Space Has Become Super Crowded, Deterring Many Entrepreneurs From Starting “Another Online Brand”. How Do You Keep Your Brand At The Top? What Marketing Strategies Have You Found To Be Most Important Along The Way?

Are we at the top? :)

We do not consider ourselves a traditional DTC brand by any stretch, even though we do indeed sell products directly to customers. The difference is we hardly do any marketing, almost none. Our strategy has been to slowly build a following over the years, of people whose tastes and sensibilities align with our own. Then we just make stuff that we, ourselves, want. We have also made press contacts over the years that can help spread the word, but primarily our sales come from our own communication and word-of-mouth.

What Does Your Typical Workday Schedule Look Like?

Tom and I both work from our respective homes, we have never had an office. Everything we do is aimed at keeping overhead low and having things be convenient and fit into our lifestyles and home lives. 

COVID-19 has obviously thrown things for a loop in terms of a normal day, especially when it comes to child care. But on a “normal” day, I would wake up, make my son breakfast and help him get ready, and then my wife would take him to school on the way to work. While he’s at school I work on my iMac at home, answering emails, chatting with Tom, daydreaming about new products, etc. When I pick my son up from school it’s family time again, until he goes to sleep, at which point I can steal a couple more hours of work if needed (this has been more necessary during the pandemic than before). 

How Do You Think Your Industry Will Change Post-COVID?

I think workplaces in general are going to permanently change. Working from home / remotely will be much more common, and “offices” in many industries will shift, to become much more mutable. Imagine a flexible space where one could come to work for a few hours, or meet with colleagues if an in-person meeting or charrette is needed. No permanent, designated desks for employees. Obviously this way of working won’t work for all industries, but I think many folks are finding how nice it is to work from home (childcare issues notwithstanding) and how much time is gained back by not having a commute. 

What Are The Most Important Skills A Modern Day Entrepreneur Needs In Order To Be Successful? What Advice Do You Have For Entrepreneurs Who Are Just Starting Out?

I can’t even begin to think I know what it takes to be successful, I think a lot of it is some combination of luck and privilege. In terms of advice, I would say try to partner with someone who has a complimentary skill set. It is hard to go it alone. I think a lot of Studio Neat’s success comes down to Tom and I working well together. 

If You Can Have A One-Hour Meeting With Someone Famous Who Is Alive, Who Would It Be And Why?

If I am allowed to stipulate that they have to answer all of my questions, then Jony Ive would be fun. 

What Are Your Top Three Favorite Books, Or Three Books You Recommend?

Rework, by Jason Fried and David Heinemeier Hansson

The best business book I’ve ever read, and was a huge guiding force is how we designed our company in the early days. 

The Brothers K, by David James Duncan

The best fiction book I’ve ever read. So good my wife and I named our first son after one of the characters. 

The Life You Can Save, by Peter Singer

The most consequential book I’ve read. Completely changed my life, and how I think about charitable giving. 

What Is Your Favorite Quote And Why Does It Resonate With You?

Relevant to my field, my favorite quote is from Dieter Rams: “Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.”

What Does Success Mean To You?

Having a healthy work / life balance, and being able to maintain it indefinitely. The wealth that Studio Neat has afforded us these past 10 years is not monetary, but a wealth of flexibility and being able to design our lives how we’d like.