It's only a Prototype
It's only a Prototype
Podcast Description
Bringing a physical product to market is never a straight line. It’s messy, unpredictable and full of costly mistakes. It’s only a Prototype is the podcast that tells the real stories behind product innovation. No hype. No polished PR spins. Just honest, hard-won insight from people who’ve lived it.
Hosted by Phil Staunton (Founder of D2M product design agency: https://www.design2market.co.uk/) who brings with him a wealth of industry experience and Tom Constable a seasoned podcast host and serial entrepreneur.
This show explores the unfiltered reality of designing, prototyping, manufacturing, and launching physical products.
Each episode features candid conversations with founders, product leads, engineers and innovation specialists who have faced down challenges in new product development (NPD). We learn what separates commercially successful products from costly flops, exploring real-world decisions, moments of uncertainty, and the lessons learned through failure.
This podcast is for you if you’re serious about turning good ideas into great products. Whether you’re:
- Leading innovation, product or R&D teams
- Founding and growing a product-based business
- Managing design and manufacturing processes
- Supporting product success through marketing, strategy or operations
…you’ll gain practical insight into the challenges that really matter.
We cover questions like:
- How do you balance innovation with commercial viability?
- How can you validate an idea before investing heavily?
- How do you manage stakeholder conflict, evolving product requirements or manufacturing risk?
- When do you push forward and when do you pivot or walk away?
From idea to shelf (and every stage in between), It’s only a Prototype is your behind-the-scenes guide to what it really takes to bring a physical product to life... and make it work.
Podcast Insights
Content Themes
The podcast delves into real stories around product innovation, focusing on topics like designing, prototyping, manufacturing, and launching products; episodes cover themes such as navigating stakeholder conflicts, balancing innovation with commercial viability, and learning from costly mistakes, illustrated by case studies like the journey of Rockit, a sleep-saving device for babies.
Bringing a physical product to market is never a straight line. It’s messy, unpredictable and full of costly mistakes. It’s only a Prototype is the podcast that tells the real stories behind product innovation. No hype. No polished PR spins. Just honest, hard-won insight from people who’ve lived it.
Hosted by Phil Staunton (Founder of D2M product design agency: https://www.design2market.co.uk/) who brings with him a wealth of industry experience and Tom Constable a seasoned podcast host and serial entrepreneur.
This show explores the unfiltered reality of designing, prototyping, manufacturing, and launching physical products.
Each episode features candid conversations with founders, product leads, engineers and innovation specialists who have faced down challenges in new product development (NPD). We learn what separates commercially successful products from costly flops, exploring real-world decisions, moments of uncertainty, and the lessons learned through failure.
This podcast is for you if you’re serious about turning good ideas into great products. Whether you’re:
– Leading innovation, product or R&D teams
– Founding and growing a product-based business
– Managing design and manufacturing processes
– Supporting product success through marketing, strategy or operations
…you’ll gain practical insight into the challenges that really matter.
We cover questions like:
– How do you balance innovation with commercial viability?
– How can you validate an idea before investing heavily?
– How do you manage stakeholder conflict, evolving product requirements or manufacturing risk?
– When do you push forward and when do you pivot or walk away?
From idea to shelf (and every stage in between), It’s only a Prototype is your behind-the-scenes guide to what it really takes to bring a physical product to life… and make it work.
How do you recover from a disastrous TV pitch to build a global children’s brand that sells in over 100 countries? In this episode, we sit down with Rob Law, founder of Trunki, the iconic ride-on suitcase that started life as a student design project and became a multimillion-pound business.
Rob shares the wild ride behind Trunki: from being publicly rejected on Dragons’ Den to selling out overnight, navigating lawsuits, scaling manufacturing, and launching new products through crowdfunding. Whether you’re working on your first prototype or your tenth product line, this episode is filled with honest insights, smart strategy, and lessons in resilience.
In This Episode, You’ll Learn:
- Why Trunki’s journey started with a student design competition
- What really happened on Dragons’ Den—and why it was a blessing in disguise
- How to bounce back from public failure and protect your idea long-term
- Why IP is important—but brand matters more
- What went wrong (and right) with their follow-up product launch
- How Rob is using AI and slow innovation to build his next venture
- What every founder should know about patents, prototyping and building a loyal team
Episode Timestamps:
[00:00] Welcome and intro to Rob Law and Trunki
[01:38] Inventing Trunki during university
[03:15] Early setbacks: navigating toy vs. luggage industries
[07:57] The Dragons’ Den disaster—and why it helped
[12:31] Trying to manufacture in the UK and buying a factory
[15:57] Major setbacks and how Trunki turned them into wins
[20:20] Rob’s advice on IP, patents, and brand defence
[23:40] Crowdfunding the Journey suitcase: what went wrong
[28:30] Building a team and learning to step back
[31:50] How AI is changing design, research and prototyping
[40:50] Zedbee’s slow innovation model and sustainability goals
[44:10] How to fund new products without external pressure
[46:40] Final reflections: what Rob wishes every founder knew
About the Guest:
Rob Law MBE is the founder of Trunki, the ride-on children’s suitcase brand that became a global success after a famously brutal rejection on Dragons’ Den. Rob has sold millions of products worldwide, built a UK manufacturing base, and launched several follow-up ventures, including his latest startup, Zeepy, focused on slow, sustainable innovation.
Meet the Hosts:
Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. A trained industrial designer and advisor to innovators, Phil brings deep technical knowledge and commercial insight to every conversation:
📺 Check out D2M’s YouTube Channel
Tom Constable is a former British Army officer turned entrepreneur and podcast producer. He’s the voice of curiosity on the show, asking the questions others might hesitate to, and bridging the gap between tech, product and strategy with a fresh perspective.
About the Show:
It’s only a Prototype uncovers the real stories behind product innovation. No polished success tales. Just unfiltered conversations with the people who’ve faced the hard decisions, the expensive mistakes and the lessons that come with launching something real.
Every episode is packed with insights for:
- Product innovators & entrepreneurs
- Founders of physical product businesses
- Heads of product, design and R&D departments
- Commercial leaders navigating NPD and growth
Stay Connected:
🌍 Website: https://www.design2market.co.uk/its-only-a-prototype/
📱 LinkedIn: Follow us here
🎥 YouTube: Watch full episodes and clips
🎧 Subscribe: On Apple Podcasts, Spotify & more
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Mentioned in this episode:
Sponsor for this episode: Strachan IP
We really appreciate Strachan IP’s sponsorship of this episode. Vicki, founder of Strachan IP, offers a free initial consultation to discuss reviewing your existing IP portfolio or discussing the best way to protect a new concept. Use link to get in touch.
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