How World-Class Hardware Gets Built & Why Your Word is Your Bond w/ Michael De Santis (Part 2) - Ep. 48

About this episode

Welcome back to No Trade Secrets! We're jumping back in with product visionary Michael De Santis. In PART ONE, Michael unpacked the current state of product development and the mindset required to build what’s next.

In PART TWO, we're turning our eyes to the horizon to explore the execution and future of world-changing hardware. Who is best positioned to win the next hardware race: legacy giants or agile tech startups? How will tangible AI devices actually integrate into our daily lives? And what's the one non-negotiable principle for building relationships that last longer than any single product?

⏮️ Catch Up on PART ONE

💡 Unlocking the Playbook

The Partnership Playbook: Instead of trying to build everything in-house, the biggest wins in the next hardware revolution will come from strategic partnerships. Michael argues that giants like Apple are perfectly positioned not to compete with OpenAI or Anthropic on models, but to partner with them. The winning formula is smashing together world-class hardware manufacturers with best-in-class AI technology companies to create the next generation of devices.

Embrace the "Gen 2" Principle: The first version of any revolutionary product—from self-driving cars to humanoid robots—will be flawed. The key for both consumers and builders is patience. Michael points out that early adopters pave the way by enduring the bugs, but the real magic happens in generation two or three when the product becomes truly reliable and seamlessly integrated into our lives.

Hardware's Second Wave: The explosion in AI software has outpaced hardware, but a second wave of innovation is coming. Early attempts like AI pins and smart glasses are just the beginning, paving the way for more sophisticated devices. Michael envisions a future where ambient hardware, seamlessly integrated into our lives, can capture a passing thought and turn it into a completed task, like booking a flight, eliminating the day-to-day drudgery.

🤫 The No Trade Secret

Integrity is everything and your word is your bond. You must be forthright, forthcoming, and straightforward in every business dealing. When you lay your cards on the table and establish clear incentives, you build trust. That trust is infinitely more valuable than being cagey, as it allows you to work through inevitable challenges and build meaningful, long-term relationships instead of one-off transactions.

🗣️ Words to Build On

"If we can smash together world-class hardware companies with world-class technology companies... that's how we get the next gen of hardware. I think that's the most exciting thing for me." – Michael De Santis

"If you don't want a robot to kill you in your sleep, you just wait, wait for Gen 2 or 3 to come out." – Michael De Santis

"Integrity is everything and your word is your bond... you got to approach every business dealing that way." – Michael De Santis

👤 About Michael

Michael De Santis is the CEO of Doris Dev, a New York based product development firm and incubation studio that helps companies design products, engineer them, and set up the supply chains to manufacture them. As CEO, Mike is responsible for the firm's strategy, operations, and growth, overseeing teams in New York and Hong Kong and leading its relationships with founders and brands. Beyond client work, Doris Dev runs its own incubations, including Canopy, a consumer wellness brand spun out of the studio, and Rally, maker of the first orbital massage tool, where Mike supports everything from supply chain to fundraising. 

🔗 Links & Resources

• Visit the Doris Dev Website
• Check Out Rally AI
• Shop at Canopy 

 🎧 Missed the beginning? Go back and listen to Part 1