It's only a Prototype – Details, episodes & analysis

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.

• 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

[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

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

📸 Follow Rockit on Instagram

📺 Check out Rockit on TikTok

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

📸 Follow Phil on LinkedIn

📺 Check out D2M’s YouTube Channel

Tom Constable is a former British Army...

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.

• 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

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

• Innovation and product leaders
• Start-up founders and entrepreneurs
• Product designers and engineers
• Anyone building or launching a physical product

• 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

Follow or subscribe on your favourite podcast platform to get notified when new episodes drop.

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

Leave us a rating and a short review, it helps others discover the show!

[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?

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.

• 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

[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

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

📸 Follow SNOAP on Instagram

📺 Check out SNOAP on TikTok

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

📸 Follow Phil on LinkedIn

📺 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

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.

• 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

[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

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

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

📸 Follow Phil on LinkedIn

📺 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.

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...

In this episode, hosts Tom Constable and Phil Staunton sit down with industrial designer and AI consultant Rupert Warries to explore how artificial intelligence is reshaping the product design process. From speeding up workflows and removing creative bottlenecks to addressing the ethical and legal concerns of AI-generated content, this episode is an extensive discussion and exploration of the opportunities and challenges AI brings to the world of physical product development.

• AI as a Design Co-Pilot: Rupert explains how generative AI is being used to augment – not replace – the creativity of designers by accelerating ideation, sketching, and 3D rendering.
• Managing Expectations: The realism of AI-generated imagery can lead to misunderstandings with stakeholders, who may think a product is closer to market than it is.
• Intellectual Property Concerns: Rupert unpacks the murky legal territory of AI training data and offers guidance for design teams navigating copyright issues.
• Avoiding Over-Reliance: Using AI as a tool to challenge and refine human thinking is critical; relying on it as a crutch can reduce critical design skills.
• Human Creativity Still Reigns: Despite AI’s capabilities, Rupert argues that human input and creative decision-making are still at the core of meaningful product design.
• Getting Started: Rupert shares practical tips and recommended tools (like Vizcom and ComfyUI) for designers looking to experiment with AI safely and effectively.

Rupert Warries is an industrial designer and AI consultant who helps businesses and design teams integrate generative AI into their creative workflows. With a background in cutting-edge AR design and a passion for the transformative power of AI, Rupert now works with clients to unlock new levels of creativity, efficiency, and innovation.

🔗 Connect with Rupert on LinkedIn

📧 Email Rupert directly to explore consultancy opportunities.

It’s Only a Prototype is a show for makers, entrepreneurs, and designers navigating the messy, exciting, and unpredictable journey of bringing physical products to life. Hosted by Tom Constable and Phil Staunton, each episode explores product development through candid conversations with industry experts.

[00:00] Introduction to the Podcast and AI in Design

[03:02] Defining AI and Its Role in Product Design

[05:53] Current Trends in AI Utilisation for Designers

[09:10] Challenges of Presenting AI-Generated Designs

[11:56] Balancing AI Use and Critical Thinking

[14:57] The Nature of Novelty in AI Outputs

[19:50] Enhancing Creativity with AI Tools

[24:13] Legal and Ethical Considerations in AI Design

[26:34] Navigating Copyright in AI-Generated Content

[30:10] The Designer's Dilemma: Embracing AI or Falling Behind?

[34:50] AI's Impact on Job Roles in Design

[37:44] Practical Advice for Designers: Tools and Techniques

[40:43] Working with Open Source AI Models

[42:51] AI as a Collaborative Partner in Design

[47:26] Future Predictions: The Evolution of AI in Design

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.

Strachan IP Sponsorship

In this episode, we sit down with Jez Williman, a British entrepreneur whose journey has seen him build a business from $3 million to over $100 million in sales across 120 countries and then lose a second venture after years of development and personal investment.

Jez shares a candid, unfiltered story of the highs and lows of product entrepreneurship: from building an iconic (if invisible) product seen in airports and films everywhere, to the brutal lessons of raising capital, dealing with lawyers, and losing control to an investor. This one is packed with wisdom for founders who’ve ever put everything on the line.

• How Jez scaled a niche product into a global industry
• What dyslexia taught him about resilience, learning, and creative problem solving
• The harsh realities of hardware development, investment, and prototyping
• Why big design firms aren’t always the right answer and what to do instead
• The devastating consequences of trusting the wrong lawyer
• How to validate your product cheaply (before spending big)
• The mindset and sacrifices needed to succeed across business and elite sport
• Why Jez is starting again with a new venture in smart crowd control systems

[00:00] Welcome and intro to Jez Williman

[01:25] From engineering apprentice to global entrepreneur

[04:30] School struggles and discovering the power of dyslexia

[13:32] Buying a company with nothing but a mortgage

[17:12] Lessons in entrepreneurship, capital, and exit planning

[26:35] Creating a new electric mobility product—and what went wrong

[38:21] The big mistake: trusting a major design firm

[43:33] Losing a business to a minority investor takeover

[57:11] Why he’s rebuilding the crowd control industry with smart tech

[1:02:59] Common threads between elite athletes and top entrepreneurs

[1:08:04] Final reflections on joy, purpose, and why he still builds

Jez Williman is a British entrepreneur who helped revolutionise the global crowd control industry. His work is embedded in everyday life, from airport barriers to supermarket checkouts. After selling his business for a significant exit, Jez launched a second venture in electric mobility only to lose control of it to investors. Today, he’s back building a smarter, digital-first approach to crowd control systems.

Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. He blends deep design knowledge with commercial realism:

🔗 Visit D2M Website

📸 Follow Phil on LinkedIn

📺 Check out D2M’s YouTube Channel

Tom Constable is a former British Army officer turned entrepreneur and podcast producer. Tom brings curiosity and challenge to every conversation, making sure no lesson goes unshared.

It’s Only a Prototype uncovers the real stories behind physical product innovation. No polish. No sugar-coating. Just raw, insightful conversations with people who’ve built (and broken) real things.

Perfect For:

• Product innovators & hardware entrepreneurs
• Founders scaling physical product businesses
• Heads of product, design and R&D
• Commercial leaders navigating NPD and...