Nordic Hardtech Podcast (formerly Hårdvarupodden)17 Dec 2025

33. Leo Ballesteros – Atonemo & When to Ignore the Market (At First)

#33: When to Ignore the Market (At First)

Leo Ballesteros, founder of Atonemo, joins the podcast to share a brutally honest take on what it actually takes to build a consumer hardware company from scratch. From feature overload to ruthless simplification, this episode is about learning by doing. Every single day.

Atonemo is building consumer electronics at the intersection of hardware, software and design, and Leo reflects on the realities of growing a team, bringing in senior talent, and navigating the long, expensive road from idea to product. This is not a romantic startup story, it’s a practical one.

This episode was recorded in collaboration with Lightbringer, the AI-powered platform simplifying the patent process.

In this episode:

✅ Overbuilding first — then stripping the product down

✅ Building a team that covers what you can’t

✅ Why getting a physical prototype fast matters

✅ When feedback helps, and when it kills the idea

✅ Why hardware always takes twice the time and money

✅ What Leo would do differently starting from scratch

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