Walks on West Cliff

It Takes a Village to Ship Hardware

Featuring: Brogan Miller, PE

Hardware has a way of humbling even the most experienced engineers. Getting a product from idea to shelf takes far more than a great design. It takes an ecosystem working together. I had the pleasure of walking on West Cliff to catch up with Brogan, the founder of Doula Studios and self-described “doula” for early-stage hardware startups. After a decade as a founding engineer across consumer electronics, medical devices, large electromechanical systems, and even a U.S. manufacturing startup, he now helps founders navigate the journey of bringing physical products to life.

A Little Crazy Goes a Long Way

Brogan put it simply:

“You’ve got to be a little crazy to do a startup. You’ve got to be a lot of crazy to do a hardware startup. These folks are often underserved and disserved.” The challenge goes beyond technical complexity. Founders are navigating multiple disciplines that do not naturally align. “Shipping hardware isn’t just PRD, design, or Ops. It takes a village of hats, and those hats don’t always speak the same language. Founders need someone who understands the full picture and can guide them through.”

Two Halves of the Same Product

A key insight from Brogan is recognizing the two distinct phases of the journey. New Product Development is the creative front half. It is where ideas take shape through design and prototyping. Iteration is expected and learning comes quickly. New Product Introduction is the execution-focused back half. It includes supplier selection, manufacturing readiness, and ramp to production. At this stage, changes become expensive and timelines tighten. The problem is that early-stage teams often fail to connect these phases effectively. “The front half needs to talk to the second half, and the infrastructure often just isn’t there.”

The Discipline You Can’t Search For

Beyond technical expertise, Brogan emphasizes something less tangible but equally important. “Starting a hardware startup is scary. It takes longer and costs more than you expect. Sometimes the most powerful thing you can do is help founders stay confident and grounded.” That perspective matters. Founders who feel supported make better decisions and stay committed through the inevitable challenges.

Brave People Deserve Good People Around Them

At its core, this is about surrounding brave founders with the right people at the right time. Hardware startups require tight coordination across design, operations, supply chain, quality and compliance. Success depends on these disciplines working together, not in isolation.

The best outcomes happen when founders are not navigating this complexity alone.