BRAINSTORM
The Amazing Rise of the Do-It-Yourself Economy
Tuesday, May 17, 2005
By Daniel Roth
It's
doubtful that Steve Jobs ever faced these kinds of interruptions.
"Daddy, I want to take a picture," says Owen Misterovich, motioning to
a digital camera on his father's desk. "Okay," says Pat Misterovich,
handing it to his 5-year-old son, who proceeds to snap a few
self-portraits. Then it's back to the work at hand: producing the next
great MP3 music player. Only instead of the simple, elegant lines of
the iPod, Misterovich's device will look just like a Pez dispenser. Oh,
and instead of working from a corporate campus in Cupertino, Calif.,
with nearly 12,000 employees, Misterovich is a stay-at-home dad,
creating his Pez MP3 player from the basement of his Springfield, Mo.,
home.
Misterovich is the former head of IT at the University of
Detroit Mercy. He has few of the engineering skills necessary to build
a device like this, no marketing experience, and absolutely no
corporate infrastructure. And yet he's got two factories—one in China,
one in the U.S.—vying to build the player. He has a small Austin
company started by an ex-Apple engineer designing the innards. And on
his blog, pezmp3.com,
he uses prospective buyers—some 1,500 people have already expressed
interest—as an R&D-center-meets-focus-group. What's better, he
asks, AAA batteries or Li-Ion? In come dozens of replies ("Go for the
AAA with a USB NiMh recharger if possible," suggests one reader).
What's a good slogan? Some 50 ideas roll in (one of the best: "Candy
for your ears"). By the end of this month the first prototype should be
in Misterovich's hands. "I don't know that this product could have come
to life years ago," he says. "I seriously doubt it. And if it did, it
wouldn't have come through a guy in his basement."