How Did an Idea in the Innovation Lab Become a Full Fledged Company?

When we started the Innovation Lab we developed a roadmap of how projects would progress through the Lab. The process was designed to promote failure, to kill ideas. We had stage gates that tested everything from engineering possibility to price targets and market viability.

The thing we couldn’t measure or design, was the emotion of a new possibility. We wanted to stay as neutral as possible about an idea but as soon as Shield (project illuminated sink at the time) passed a couple stage gates, and we got it in front of a few user groups, we all very quickly became emotionally invested. It’s a rookie mistake, but in the long run I think our passion has actually served us well.

The technicalities are that Shield operated as a separate business unit, and brand, for a few years while we continued to test the idea. As the unit continued to grow, it became clear that the right thing to do was split Shield off.

We’re big fans of prototyping and that absolutely applies to the business model. We constantly tested the idea to make sure the business continued to perform. It’s not our idea, but fire bullets before cannonballs.

Is Shield Casework Representative of the Future of American Manufacturing?

Yes ?

At least we’d like to think it is. There is a lot of talk about the next manufacturing revolution and we have our own ethos about what that means. In our world, it’s frustrating that you can’t buy a couch a couple inches wider or a stool a few inches shorter. No one is complaining about the price advantages of mass manufacturing but it can’t be the best we can do.

We’re building the company from the ground up to be customizable, from how the product is engineered to our manufacturing setup. It sounds simple but we’re making a cabinet line now that is scalable in a way that we haven’t seen in a modular product. We don’t care how wide or tall you want it. Of course there are material limitations but you look at the marketplace now and everyone offers a few specific sizes.

For us that was crazy. We build a better box and if you want it 22.5” x 32.25” that shouldn’t cost you any more than the standard sizes.

What Excites You About Making a Tangible Product?

One of the frustrating things about being an architect, especially for a large firm, is that you become removed from the actual product you are delivering. The process is setup to almost make you forget that in the end the client wants a building, not a set of drawings. So I love being connected to the product.

I’ve also always been a bit of a contrarian so I love the idea of getting into manufacturing now. We provide something real. The job is done when the thing is made and that is a really hard feeling to duplicate. We did quite a bit of consulting in the Innovation Lab and it is one thing to create a beautiful strategy but another thing entirely to execute. For me, making is enchanting.

How Are You Using Design to Differentiate This Young Company?

We work with a lot of great designers and I think we’re the only manufacturer that cares as much (more?) about design as they do. Everyday we make decisions that are design based. There is always a cheaper piece of hardware or a quicker way to produce something, but it’s not how we think or what we believe.

When we founded the company, we created 10 absolutes. Number 9 is “Don’t build ugly.” Good design is simply good business.

What Is Your Latest Epiphany?

I’d rather be wrong trying, than right and just talking. Ideas are easy. Executing is magic.