Building and selling a product that didn’t have a category – with Michael Kuzma.

Michael Kuzma spent more than seven years building robotic self-playing guitars before figuring out if anyone would actually want one.

In this session, Michael will share the practical lessons learned while creating and selling a product that sits somewhere between robotics, music, engineering and art. Working largely solo from Perth, he went from having no clear market, to viral attention, to thousands of low-quality enquiries, and eventually to a small number of highly qualified buyers around the world.

The journey forced him to rethink pricing, marketing, storytelling, and what a sustainable business actually looks like when your product does not fit neatly into an existing category.

Michael will unpack how he turned polarising online attention into global exposure, redesigned his sales process to filter serious buyers from curious onlookers, and learned to position a strange, high-end hardware/art product for international customers willing to pay for it.