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DougAz's avatar

Cool video. Great essay.

I think you have 2 pieces to the answer but you have not connected them together.

First - Design

"Also, the U.S. has long been dominant in the design of phones and laptop computers"

Here is the missing link - People who design today can be totally and 100% ignorant of materials and components they "black box" into their design.

Second - Supply Chains

You are on point again - but still have the critical missing flaw and hole here.

The Answer: Integrated Manufacturing and Design.

Distended uncoupled supply from Design is why batteries got largely ignored.

It really is important to have deep backwards integration from product design and development back to systems, subsystems, components and critical materials.

Remember Henry Ford - Dearborn worked because he could innovative all along the way from making steel, to casting engine blocks to stamping fenders to welding frames and finishing a car.

Backward integration got out of vogue with the old management mantra - focus on what you're good at. But, somethings below product level require company excellence.

Examples:

Car makers never outsource combustion engine design, engineering and manufacturing.

Intel never outsources design and manufacturing.

Apple did outsource manufacturing to Terry Gau, ie Hon Hai aka Foxconn.

Samsung integrates all.

Boeing outsourced large frame and components. Clearly an unmitigated failure.

Old IBM laptop company would have controlled supply.

Tesla, truthfully is a small player in automotive. Disruptive some, but lacking the breadth and depth of engine development of a GM or Ford.

So... when designers are closely coupled to critical processes, materials, ie batteries... they not only merely buy them, they actually lead engineering of the things

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Geoffrey G's avatar

Where I notice this is in all the battery powered stuff that is really common in Europe, but seemingly doesn't exist in the US. One very mundane example of a battery application that has TOTALLY dominated the market here in Sweden for a decade-plus, but just plain hardly exists in the US at all: robotic lawnmowers. In Sweden, it's now very weird to have a gasoline-powered lawnmower. We're the last holdouts in my entire neighborhood (I actually enjoy getting the steps in). Everyone else has a lithium-battery-powered, autonomous one. It's easily one of the most universally-adopted battery-powered consumer devices here, after the mobile phone and laptop.

When I come back home to the US, though, I look in vain for even a single example of this ubiquitous consumer tech on any lawn to be seen. I've asked people about them and they look at me like I'm coming from the year 3000. Now, the lack of this particular commercialized technology in the United States just mystifies me, when it makes even more sense for Americans with their big lawns, hot outdoor temperatures, and cheap electricity!

But who created this market in Sweden? A very old Swedish appliance manufacturer, Husqvarna, who first commercialized an affordable, solar-powered robotic lawnmower in the 1990s (when the batteries and charging stations weren't good enough to keep them going as consistently). They were soon joined by German manufacturer Bosch, who mastered the random-walk mowing system now most commonly used. Another German manufacturer, Gardena, made smaller, even cheaper versions for modest lawns. Do any American firms make these? I don't know. But maybe that's part of the problem, the decline of American manufacturing, especially these medium-sized manufacturers who are often the commercializers of this type of consumer tech? Because here in Northern Europe, you're going to see many of these innovative inventions hit the shelves from local, European manufacturers like Electrolux, Miele, or Philips. And those are very old, very established manufacturers, not startups. Otherwise, the devices will be East Asian imports.

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