Steve Greenberg

Q&A with Steve Greenberg: The Innovation Insider

Steve Greenberg is the author of GADGET NATION: A Journey Through The Eccentric World of Invention. As “The Innovation Insider,” Steve travels the country looking for innovative products, showcasing the latest trends, and demonstrating new products on television programs seen in America’s largest markets, such as NBC’s "Today Show." He also writes for several magazines, newspapers and websites. Steve is on the board of the United Inventors Association (UIA), for which he produced and hosted a 10-part educational video series on "What Every Inventor Needs to Know." Here’s perspective from Steve:

Q: What excites you about inventions?

Steve: Ingenuity is exciting. When people use their brains to solve problems we ultimately improve the human condition. Sure, some inventions may not truly change the world, but the act of inventing is about moving forward, about fixing one aspect of our lives. Inventors are all about creativity and that’s inspiring.

Q: As someone who often shows inventions on national programs like NBC’s "Today Show," what do you see as the key attributes necessary to show an invention on national TV?

Steve: There are three elements that make an invention TV friendly:

It needs to be visual. Television producers want products that light up, move, and/or make noise. And, most importantly, they need to do it at the exact moment they’re on camera.

The invention needs a short one-line explanation of what it does and why a viewer might want it. Complicated products with complicated explanations are not TV friendly. The old adage in television has always been to “KISS it.” In this context, “KISS” stands for “Keep It Simple Stupid.”

Humor. Gadget segments are usually not life and death segments. Producers put them in the category of “news you can use,” but really they need to be entertaining. An invention that makes the producer and possibly the viewer smile is always welcome.

Keep in mind, there are no rules. Most gadget segments have an overall theme. The theme could be “Back To School” or “Green Gadgets” or maybe “Gadgets For A Road Trip.” So it’s very important that the product fits the theme—and if it has one or more of the elements listed above, it has a great chance of being picked for the segment.

Q: You’ve worked with cable channels including HGTV and Discovery, and networks including NBC and ABC. How, if at all, do they view inventions differently from one another?

Steve: Whether it’s for a newscast, a talk show, cable or network, the inventions need to be interesting. Boring products never make the cut on any venue. Local newscasts and network news programs want their shows to move fast. The segments are short (and getting shorter all of the time) and the producers want them jam-packed with products. Cable and some talk shows want the segments to “breathe.” So I’m given more time to talk about the products and to really demonstrate what they can do. Because I’m given more time, I can sometimes show a product that is a little more complicated or takes longer to demonstrate.

Q: How did you choose the products that appear in your book, GADGET NATION?

Steve: I wanted a real mix of what I call “garage” inventors. Teachers; plumbers; moms; firemen—regular Americans chasing that invention dream. I wanted a mix of men and women, older and younger, different races, and people from all parts of the country. I wanted readers to see themselves in the stories. I also wanted gadgets that were TV friendly, maybe a little offbeat, so that the book would be a fun read. Gadget Nation was originally a television show idea that I was trying to pitch to various networks. When someone suggested I turn it into a book, I still wanted to keep that same quirky attitude I had in the TV-show proposal.

Q: What’s the #1 piece of advice you give to people when they tell you that they have a spectacular invention idea?

Steve: Join a local invention association. Too often inventors are so worried that their concept will be stolen that they talk to no one about their idea. By working alone, without talking to other inventors, costly mistakes are made. Talk to inventors. They are a great resource. They will help you find attorneys, prototype makers, packaging experts, etc. I’m on the board of the UIA—United Inventors Association. It’s a terrific not-for-profit that works with local invention associations. I highly recommend joining the UIA and your local group.

Q: What are 1 - 2 things many inventors probably don’t know about the media that could help them be successful working with media to promote their products?

Steve: The media is HUNGRY for stories. Your local paper, radio and television stations want stories about interesting people with interesting ideas. It’s also a good idea to follow the news and look for a hook that might fit your product. For example, if tomorrow we hear that Paris Hilton has carpal tunnel syndrome and you’re selling a computer mouse that helps prevent carpal tunnel syndrome—then that’s the same day you need to remind your local editors, producers, reporters about your product and the connection to a bigger story.

Q: Any common pitfalls that inventors can easily avoid when working with the media?

Steve: KISS it. Keep It Short and Sweet. Short emails—short faxes—short letters; don’t bury your media contacts with too many details and a lot of reading. Just send the “elevator pitch.”

Q: Have you ever invented anything, and if so, what?

Steve: I’ve had lots of ideas, but honestly, I know all too well how tough it is to take a product to market. So in one word—no, I’ve never invented anything. I think that’s why I truly respect inventors. I understand the risk they are taking and I know how rocky the invention road can be. Their tenacity gets my admiration.

Q: What’s your favorite invention of all time and why?

Steve: Oh no, I’m not going to answer this one. That would be like asking a mother to pick her favorite child. Instead I’ll give you the same answer any mother would give—they are all special in their own way.