It's only a Prototype

About It's only a Prototype

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.

Publisher

D2M

Category

business

Language

en

Explicit

No

First episode

9 Apr 2025

Latest episode

1 Jul 2025

Latest episodes

7 episodes in the feed.

1. 

   1 Jul 2025

   Kickstarter, Copycats, and Comebacks: RiutBag’s Rise

   RiutBag founder Sarah Giblin discusses her solopreneur journey with hosts Tom Constable and Phil Staunton, sharing insights on crowdfunding, product development, and community building in this interview.

2. 

   12 Jun 2025

   Dyslexia, Deals & Devastation: Jez Williman on the Highs and Lows of Building Physical Products

   Entrepreneur Jez Williman shares his experiences building a global business, navigating investment challenges, and facing setbacks in product development, in an interview with Phil Staunton and Tom Constable.

3. 

   29 May 2025

   How AI Is Transforming Product Design

   Industrial designer and AI consultant Rupert Warries joins hosts Tom Constable and Phil Staunton to examine how AI transforms product design, discussing AI's role in augmenting creativity and navigating the ethical concerns in this interview.

4. 

   15 May 2025

   Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide

   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 (https://www.linkedin.com/in/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. 🔗 Visit Zeepy Website (https://zeepy.co/) 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: 🔗 Visit D2M Website (https://www.design2market.co.uk) 📸 Follow Phil on LinkedIn (https://www.linkedin.com/in/philstaunton) 📺 Check out D2M’s YouTube Channel (https://www.youtube.com/c/productinnovationacademy) 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...

5. 

   1 May 2025

   Taming the Dragons whilst Saving the Planet

   How do you turn a lockdown frustration into a planet-saving product and land investment from two of the UK’s biggest Dragons? In this episode of It’s only a Prototype, we sit down with Lisa Hicks, founder of SNOAP—the world’s first solid soap dispenser that’s stylish, mess-free, and built to last 25 years. Lisa shares her incredible journey: from developing seven prototypes of a product that didn’t exist, to taming all five Dragons on national TV, and scaling up to eliminate over 130,000 plastic bottles—before breakfast. Whether you’re developing a physical product, wrestling with sustainability, or curious about what really happens in the Den, this episode is packed with fierce honesty, actionable advice and hard-earned lessons. In This Episode, You’ll Learn: How a mum’s frustration with slippery soap bars sparked a new category Why Lisa believes solid products are better than liquids—for skin and for the planet What it takes to build a brand-new dispenser from scratch (hint: seven prototypes!) How she handled Dragons’ Den weeks after a personal tragedy Why belief and feedback are both essential in product development The power of bootstrapping, bold marketing, and airtight IP protection How to grow fast, stay lean, and turn unexpected exposure into global business opportunities Episode Timestamps: [00:00] Welcome and intro to Lisa Hicks and SNOAP [01:57] What is SNOAP and how did the idea begin? [04:05] The family problem that inspired a sustainable innovation [06:43] Why solid soap matters, and the hidden truth about liquid wash [11:16] Prototyping challenges and developing a brand-new product [15:05] Durability, iteration and building for long-term sustainability [19:07] The three principles behind SNOAP’s product success [28:00] How Lisa ended up on Dragons’ Den (without applying) [30:31] Preparing for Dragons’ Den under emotional strain [37:05] The moment all five Dragons pitched to Lisa [40:15] How Lisa chose Deborah and Peter—and why [45:00] What happened after the episode aired [47:20] Dealing with a sudden surge in orders [51:40] The power of feedback, belief and navigating business growth [54:40] Final reflections and closing thoughts About the Guest: Lisa Hicks is the founder of SNOAP, the revolutionary solid soap dispenser designed to replace thousands of plastic bottles and eliminate waterway pollution, while delivering a better clean. A former corporate finance professional turned sustainability champion, Lisa turned a lockdown frustration into a multi-award-winning product backed by two Dragons. 🔗 Visit SNOAP Website (https://snoap.com/) 📸 Follow SNOAP on Instagram (https://www.instagram.com/snoapuk/) 📺 Check out SNOAP on TikTok (https://www.tiktok.com/@snoapuk) 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: 🔗 Visit D2M Website (https://www.design2market.co.uk) 📸 Follow Phil on LinkedIn (https://www.linkedin.com/in/philstaunton) 📺 Check out D2M’s YouTube Channel (https://www.youtube.com/@ProductInnovationAcademy) Tom Constable is a former British Army officer turned entrepreneur and podcast producer. He’s the voice of curiosity on the

6. 

   17 Apr 2025

   Bootstrapped to 800,000 Units Sold Worldwide: The Story Behind Rockit

   How do you go from a family Christmas hack to a globally recognised product used by nearly a million parents? In this episode of It’s only a Prototype, we sit down with Matt Dyson, co-founder of Rockit, the sleep-saving device that gently rocks a baby’s pushchair when parents stop pushing. Matt shares the full story: from bootstrapping in his garage to battling cheap copycats, scaling to over 40 countries and staying lean while growing fast. Whether you're an entrepreneur, product developer, or just fascinated by how a simple idea becomes a market leader, this episode is packed with honest insights, fascinating anecdotes and practical takeaways. In This Episode, You’ll Learn: How Rockit was born from a scrappy DIY prototype Why Matt left his teaching job to pursue product entrepreneurship How the founders protected their IP without big budgets What it takes to raise £250k via crowdfunding (and keep momentum) The power of brand when facing cheap knock-offs Why going global early paid off How to stay lean while building a physical product empire Episode Timestamps: [00:00] Welcome and intro to Matt Dyson and the Rockit [01:52] What is the Rockit and how does it work? [02:31] The origin story: Christmas, a screaming baby and a gaffer-taped prototype [05:19] Quitting teaching and going all-in [06:20] From 5,000 units to 800,000 units, how big is Rockit now? [06:54] Prototyping lessons and product evolution [10:47] IP protection: patents, trademarks and budget hacks [14:03] Fighting off copycats and enforcing IP [19:00] How the Rockit team raised £250,000 with 300+ investors [24:19] The highs: seeing Rockit in the wild, John Lewis and Buckingham Palace [27:52] Why they used distributors worldwide from day one [30:16] How to stay lean (Rockit only has four full-time staff still!) [36:07] Distribution mistakes and lessons learned [41:43] What’s next for Rockit About the Guest: Matt Dyson is the co-founder of Rockit, an award-winning baby tech company that has sold over 800,000 units worldwide. With a background in advertising and design education, Matt left teaching to bring an idea to life that’s now a parenting essential in over 40 countries. 🔗 Visit Rockit Website (https://rockitrocker.com/) 📸 Follow Rockit on Instagram (https://instagram.com/rockitrocker) 📺 Check out Rockit on TikTok (https://www.tiktok.com/@rockitrocker) 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: 🔗 Visit D2M Website (https://www.design2market.co.uk/) 📸 Follow Phil on LinkedIn (https://www.linkedin.com/in/philstaunton/) 📺 Check out D2M’s YouTube Channel (https://www.youtube.com/@ProductInnovationAcademy) Tom Constable is a former British Army...

7. 

   9 Apr 2025

   Introducing: It's only a Prototype Podcast

   Welcome to It’s only a Prototype! What does it really take to launch a physical product? Spoiler: it’s messy, it’s unpredictable and it’s never as smooth as the success stories make it sound. Welcome to It’s only a Prototype, the podcast that goes behind the curtain of product development. In this trailer episode, your hosts Phil Staunton, an experienced industrial designer and founder of a product design consultancy, and Tom Constable, a curious outsider with a tech and entrepreneurial background, introduce the purpose of the show and what you can expect in the season ahead. Whether you're navigating complex supply chains, trying to avoid manufacturing pitfalls, or wondering when to pivot or pull the plug, this is the podcast where product people share the lessons they learned the hard way. What You’ll Learn in This Trailer: Why launching physical products is harder than most people think The painful (and funny) lessons learned from past product flops What motivated Phil to create this show after 15 years in product design Why resilience, humility, and curiosity are essential in NPD A sneak peek at the key topics coming up this season—like re-shoring manufacturing, dealing with copycats, navigating IP headaches, and more Meet the Hosts: Phil Staunton – Industrial designer, design agency founder, and someone who knows first-hand how tough the hardware journey can be Tom Constable – Entrepreneur, tech geek, and your “professional idiot in the room,” asking the questions you wish someone else would Who This Podcast Is For: Innovation and product leaders Start-up founders and entrepreneurs Product designers and engineers Anyone building or launching a physical product Topics You Can Expect in the Series: Moving your manufacturing back from overseas Surviving IP battles and counterfeit products Balancing speed to market with quality How to validate your idea before you spend a fortune What to do when your product just isn’t working Resilience, mindset, and the mental game of product development Don’t Miss an Episode: Follow or subscribe on your favourite podcast platform to get notified when new episodes drop. Stay Connected: Phil's LinkedIn: https://www.linkedin.com/in/philstaunton/ Tom's LinkedIn: https://www.linkedin.com/in/tom-constable/ D2M Website: https://www.design2market.co.uk/ YouTube: https://www.youtube.com/@ProductInnovationAcademy Like the trailer? Leave us a rating and a short review, it helps others discover the show! Chapters: [00:00] What is *It’s Only a Prototype* all about? [00:33] How do the hosts feel about launching the podcast? [01:56] What role does Tom play as a host? [02:12] Why launch a podcast on hardware development? [03:21] What else is critical to success? [03:53] What topics will the show cover?

Who has been a guest on It's only a Prototype

Names identified in recent episode analyses. Showing up to five guests.

• Sarah Giblin
• Jez Williman
• Rupert Warries

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

34,175

Score snapshot 15 Sept 2025

Apple Podcasts (US)

2.0 / 5

1 ratings

Spotify

5.0 / 5

4 ratings

Podcast Authority Score: 32 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

22

Social presence

0

YouTube

72

Engagement

32

Contact It's only a Prototype

Guest appearances

Does not typically book guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.