Recently at a two year old’s birthday party in Ottawa I had the opportunity to meet internationally renowned lighting consultant Claude Engle. Beginning his career with Buckminster Fuller’s geodesic dome at Montreal’s Expo ‘67 (pictured), he went on to light the Grand Louvre in Paris and the both the original World Trade Center and its replacement Freedom Tower. I’m pleased to report he immediately “got” the Detraform model 500 and wanted one for his home, which reminded us of what the marketing books say about target markets and tribes. The model 500 is initially directed toward people who enjoy architecture, follow design blogs, and know Wallpaper is also a magazine title. If your thing is more guerilla gardening or freeganism than you might not “get it” and that’s okay. Or if you want a home phone with text messaging and weather reports there’s another brand for you. We’re not attempting to create “manufactured demand”. Neither are we trying to draw you in with seductive branding. The Detraform model 500 design stands on its own, I didn’t even put the brand name on the handset. If you desire a simple, elegant, well built home phone pre-order one and we’re on our way. If you’re satisfied with the current phone offering or gave up your land line long ago, don’t dismiss us, maybe we can do business with a future product. See Claude Engle’s website for a timeline of his high flying career. www.crengle.com

Recently at a two year old’s birthday party in Ottawa I had the opportunity to meet internationally renowned lighting consultant Claude Engle. Beginning his career with Buckminster Fuller’s geodesic dome at Montreal’s Expo ‘67 (pictured), he went on to light the Grand Louvre in Paris and the both the original World Trade Center and its replacement Freedom Tower.

I’m pleased to report he immediately “got” the Detraform model 500 and wanted one for his home, which reminded us of what the marketing books say about target markets and tribes. The model 500 is initially directed toward people who enjoy architecture, follow design blogs, and know Wallpaper is also a magazine title. If your thing is more guerilla gardening or freeganism than you might not “get it” and that’s okay. Or if you want a home phone with text messaging and weather reports there’s another brand for you.

We’re not attempting to create “manufactured demand”. Neither are we trying to draw you in with seductive branding. The Detraform model 500 design stands on its own, I didn’t even put the brand name on the handset. If you desire a simple, elegant, well built home phone pre-order one and we’re on our way. If you’re satisfied with the current phone offering or gave up your land line long ago, don’t dismiss us, maybe we can do business with a future product.

See Claude Engle’s website for a timeline of his high flying career.
www.crengle.com