Will this jetpack trend stick?

Dogs and Demons in Hardware

A few days ago I wrote a post titled “Dividing the World of Hardware Startups”. I had the following divisions:


But it was meant as a compliment.

Let me tell you a story:

What’s Dog, What’s Demon

Many devices try to grab attention (with novelty, PR, LEDs, marketing…), but end up useless after a few times. Those are DEMONS. There are devices that might look mundane but end up useful daily, deliver long-term value, and grow a real market. It applies to many other things than devices, of course (I’ll let you think about this).

How about those: dogs or demons?

  • Fitbit
  • Apple Watch
  • Jet packs
  • Smart scales
  • Nest thermostat
  • Aibo
  • Tesla car
  • 3D printers
  • Flying cars
  • Drones

Partner @ SOSV — $700m VC fund for Deep Tech (biology, robotics, etc.) | Digital Naturalist | Keynote Speaker | Angel Investor

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