limited production :: hand crafted :: high performance :: rechargeable :: premium flashlights

This is my blog about creating a startup LED flashlight business. I'm a designer, fabricator, and strategist and I'm passionate about making ideas real. I believe that products are about people, that they should be built to last, deliver real value, and that we need to do a better job than we have in the recent past.

Most of my career has been contract or freelance work and I've crafted products and strategies for both big international companies and startups. I also used to work in the "industry" fabricating special effects for film and TV, along with the occasional hot rod. Bottom line, I love making things.

I'm starting this blog so you can follow along, from day one, and see what it's like to start a business, or fail in the process. Only time will tell, but I hope you find this interesting enough to stay tuned, comment, link, like, tweet, and (most importantly) participate in turning this idea into something tangible and valuable.

For a good place to get started with general info about who, what, why, etc., check out the "Stickies" on the left side of the page. Thanks for stopping by and please don't hesitate to ask questions and get involved!

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Sunday, October 23, 2011

Use Case: Bake bread with an Alpha (sort of)

People often ask why they "need" a flashlight. In my mind, flashlights are intended for those times when you don't know what you'll need it for. Take this example. My friend Jon sent me the photo below. He and his wife bought a bread maker and quickly realized that, despite the glass top, you couldn't really see what was going on in there. Now, if you didn't have a flashlight, you'd probably just accept the fact that you couldn't see inside and live with it. In this case dark doesn't suck, it's just lame :)

Why aren't good flashlights more popular? Most people have never seen a state-of-the-art flashlight. Flashlights have been around since the late 1800's and most modern flashlights still use the same bulbs and the same batteries. No joke. It's hard to seek out something you don't even know exists. I didn't like flashlights before I started making them, and I quickly realized I never cared about flashlights because I'd never seen a good one. Modern LED flashlights are unimaginably better than that thing you keep in your junk drawer for emergencies.

Do you need a car? No, but it makes it easier to get around. Do you need a blender? No, but it makes it easier to turn chunky stuff into smooth stuff. So, do you need a flashlight? No, but it sure makes it easier to see in the dark.

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