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TIMELESS After twenty years in digital design, stepping into industrial design felt like a different beast. A more experienced colleague told me, “Industrial design’s great, but it doesn’t have an undo button.” And after years of working on the Noordung bike, I’ve learned that lesson the hard way. Every iteration costs time and money - a lot of both. And if you want to be the best, you need countless iterations. That’s probably why most investors flock to software startups. They know hardware’s a tough game. It takes a ton of cash, and the odds aren’t in your favor. Less than 10% of hardware startups ever make it to market. But despite all that, industrial design has its rewards. It can last. It can outlive us. With enough sweat and struggle, sometimes a piece of industrial design becomes timeless. It turns into art disguised as something you can use.