This episode features Lora Haddock, CEO of Lora DiCarlo, discussing the creation of her innovative sex toy, Osé, and the challenges of bringing a novel hardware product to market in a stigmatized industry. She shares insights into product design, advanced robotics for haptic technology, and the strategic public relations battle her company fought for mainstream acceptance and recognition, particularly concerning the CES innovation award controversy. This is a powerful listen for any ecommerce entrepreneur facing an uphill battle against industry norms or marketing challenges.
Key takeaways
Focus on solving genuine unmet needs: Lora Haddock identified a gap in the market for sex toys designed specifically for women and innovated to create a unique solution, the Osé, which offers a
blended orgasm
experience without vibration.
Strategic PR can turn adversity into advantage: When Lora DiCarlo's CES Innovation Award was rescinded, Haddock strategically leaked the story, generating massive media attention and public support, which ultimately boosted brand awareness and sales far more than attending CES directly.
Understand and leverage advanced technology for unique product features: The Osé uses advanced robotics to create a distinct haptic experience, avoiding traditional vibration, which differentiated it significantly from competitors and catered to a specific user desire.
Navigate sensitive markets by challenging stigma directly: Haddock's decision to directly confront the CES controversy and the broader societal stigma around sexual wellness products demonstrates a bold approach to market entry and brand building in a challenging niche.
For hardware startups, product development and funding require unique considerations: The discussion touches on the complexities of designing and funding a physical product with advanced robotics, highlighting the importance of robust prototyping, manufacturing, and supply chain planning.
Lora DiCarlo CEO Lora Haddock talks with Recode's Kara Swisher about the process of designing an innovative new sex toy for women — and the fight to get mainstream acceptance for her invention.
In this episode: Why Haddock started Lora DiCarlo; how she designed its first product, Osé; how startups design and create new physical products; with advanced robotics, "what we're trying to elicit is a blended orgasm"; why Haddock is avoiding vibration; funding Osé's development; receiving a CES innovation award from the Consumer Technology Association; getting rejected by CES and losing the award; the ensuing back and forth with the CTA; what Lora DiCarlo did instead of being at the main show; "they couldn't have done us a bigger favor"; female CEOs in technology; why Haddock chose to leak the dispute; and what the CTA could do to make amends.
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What does this episode say about founder & leadership?
Focus on solving genuine unmet needs: Lora Haddock identified a gap in the market for sex toys designed specifically for women and innovated to create a unique solution, the Osé, which offers a
What does this episode say about brand & content?
blended orgasm
What does this episode say about product & merchandising?
experience without vibration.
What does this episode say about founder & leadership?
Strategic PR can turn adversity into advantage: When Lora DiCarlo's CES Innovation Award was rescinded, Haddock strategically leaked the story, generating massive media attention and public support, which ultimately boosted brand awareness and sales far more than attending CES directly.
What does this episode say about founder & leadership?
Understand and leverage advanced technology for unique product features: The Osé uses advanced robotics to create a distinct haptic experience, avoiding traditional vibration, which differentiated it significantly from competitors and catered to a specific user desire.
