Marketing Power Archive

  • The Song of the PowerSquid: The Inside Story of the Life of an Invention Part 6

    The Song of the PowerSquid: The Inside Story of the Life of an Invention Part 6

    Posted on July 28, 2009 | No Comments
    Hello, my name is Christopher Hawker. I am a professional inventor, specializing in innovative consumer products. My company is called Trident Design, LLC. I have developed many products in numerous industries and have over 20 products on the market. My most famous invention is the PowerSquid, a cephalopod-inspired power strip with outlets situated at the end of short cords, thereby eliminating the problem of losing outlets to bulky transformer plugs. John Biggs, editor-in-chief of this blog, has asked me to write the story of the birth of the PowerSquid and its development and journey to market. This is the Song of the PowerSquid. This is part 6 of a 6 part series. Read them all here. Part 6: Philips Enters the Picture In the summer of 2006, I got a call from the president of Power Sentry to tell me that they were being bought by Philips, the Netherlands-based consumer electronics giant. My initial instinct was that this would be a mixed bag. They were just too large. He reassured that it would be great for the PowerSquid, with the awesome brand and marketing power of this giant, worldwide corporation suddenly behind our product. What really ended up happening was that the huge corporation barley noticed that it sold PowerSquid, since it had thousands and thousands of other products. The lack of focus quickly became evident as the relationship began to unfold. Most notably in their responsiveness to our needs as Flexity, which usually amounted to, “bad news delivered late.” Nevertheless, we continued to push Flexity. Philips agreed to let us distribute their other power products to our customers, so we became a distributor of the original non-surge PowerSquid, as well as their lower-end (UL Listed) surge protectors. We successfully sold the Calamari into Dell’s and Apple’s online stores, which were two of our major targets all along. Unfortunately, they both sequestered them to the last page of their surge protector sections. We had no “pay-to-play” money to get higher placement. With no special attention drawn to them and backwoods positioning, neither venue proved as successful as our own site.

    Full Story