Making bedtime feel luxurious — rather than stressful.

A new client came to us wanting to make a mass market sleep product. The audience is definitely there: an estimated 50-70 million Americans have trouble sleeping. But existing sleep products haven’t been widely adopted. Pillows, pj’s, mattresses — of course. But anything with an “on-off” button? Few even own a bedside clock now, much less want to strap something to their head overnight.

Since none of us were sleep scientists, I dug into all the research I could. What is cutting edge science? What are curious cultural norms? What make the foundations of good sleep? Five books and dozens of articles later, I presented my master class. It started us all on the same page, and we discussed every interesting opportunity where a product could affect someone’s sleep. We explored a wide range of ideas (and some rather out-there products).

From there… well I won’t spoil it all.


The product itself is in development. After defining the use cases and features of the product, I’ve gotten to do user testing, quantitative surveys, and expert interviews to validate it. And it truly feels like we’re on to something. Details aside, the approach feels refreshing for a sleep product. Instead of data-driven gadgetry, we’re creating something that feels like an invitation. The science is woven in behind the scenes — and it starts with taking away worry. Sleep doesn’t come when it’s forced. Instead, we’re making bedtime something to look forward to.