Hardware startup North’s big pivot bet on wearable computing and platform shifts

Waterloo, Canada-based hardware startup North is a rare bird when it comes to the tech sector: It began life as an entirely different kind of hardware startup as Thalmic Labs in 2012, and launched a major pivot and re-brand in 2018.

The shift included a new name, and an entirely new product focus. It launched its Focals smart glasses last year, and earlier in 2019 sold the tech behind its original product a gesture control armband called Myo, to CTRL-labs.

This kind of system-shocking directional change can cause whiplash at even far less ambitious software startups, but when I spoke to co-founder and CEO Stephen Lake about the change and the company’s new focus, he spoke of the about-face more as a natural evolution long in the making than a late-stage shift.

“It goes way back when we started Thalmic in 2012,” Lake said. “Actually, we were working on our Myo product, which was an input for heads-up displays, VR headsets, etc. We realized back then, when we were pairing it up with the early versions of [Google] Glass and a whole variety of other displays and smart glasses, that the glasses were so far from being the consumer

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