MSU EDA University Center for Regional Economic Innovation

E-Update | March 2025

This year, the MSU EDA University Center for Regional Economic Innovation (REI) is expanding its support for the Michigan Inventors Coalition (MIC) as they work to bridge the resource gap for Michigan’s early-stage startup inventors. MIC seeks to accelerate the journey from concept to market through technical assistance and connections to critical resources. 

As part of REI’s project year, the 13th annual Michigan Inventors Coalition Expo will coincide with the Innovate Michigan! Summit on Thursday, August 14, 2025, at the Kellogg Conference Center in East Lansing. 

REI seeks to highlight the impactful work of our partners. Periodically, we will share stories like this to showcase their efforts, innovations, and contributions to our shared mission.

In the article below, MIC board member Kevin F. Moran shares insights and real-world experiences for startup inventors. Learn more and register for the MIC Expo by visiting: https://reicenter.org/events/2025-innovate-michigan-summit

Inventors' Periscope: How Target Fixation Derails Inventor Success 



Kevin F. Moran, Michigan Inventors Coalition, Board Member

Hello Inventors! 

If you haven’t already, you’ll eventually meet someone, somewhere, who points out something about your product so obvious and silly that it’s embarrassing to admit you missed it. 

Welcome to the inventor’s periscope.   



You know your market, who your customer is supposed to be, how they’ll use your product, what the promo ad looks like, and the emotional epiphany they’ll feel when they experience it for the first time. 

You’ve nailed down EXACTLY who, what, when, where, why, and how everything is supposed to play out—then BAM! The obvious smacks you in the face. How could you have missed it? Then comes that nagging doubt: if you missed that, what else are you overlooking?   

I’ve been there. Every inventor has (or will), and it’s totally normal. But ignoring it? That’s a dangerous mistake.   

When I launched OilUdder in 2020, I uploaded my product promo—which I’d just sunk $5,000 into—to the nastiest, saltiest, angriest, and most consequence-free corner of the internet: Reddit. What happened? I got torn apart. Why? No drain plug. 

“Cool idea! Needs a drain valve.” 

“Why isn’t there a drain?” 

“Would be cool if you could attach a tube.”   

But my product didn’t really need one, right? You could cut off the nipple’s bottom if you wanted. You could add your own tube! Or just let it fill up and dump it out. That’s how it was SUPPOSED to work.   

As my brain scrambled to prove the internet fools wrong and defend my genius, something stopped me. I asked myself: Are they right? 

Spoiler: They were. Very right. And I hadn’t been listening. In fact, most of my friends, family, and feedback during development had mentioned this, but I brushed it off.   

I was the poster child for the inventor’s periscope. People were clearly telling me my product needed something, and my stubbornness refused to accept it. 

After six months and barely a few hundred sales, I shelled out another $5,000 to add a darn drain. Suddenly, all my product videos, photos, IP, and e-commerce setup were outdated and needed a refresh.   

Here’s the lesson: What are you ignoring? Grab a pen, paper, and a strong coffee, then write down all the feedback you’ve gotten—trust your gut. Ask yourself, “What don’t I want to be true, but might be?” 

Maybe your market size is an overly optimistic guess. Maybe there’s a technical flaw in your “make it” phase you’ve been putting off. Or maybe your product really does need something to seal the deal.   

Can’t find anything? Step outside, take a deep breath, come back in, and leave your ego at the door. 

You’re dodging something you don’t want others to be right about, and deep down, you know it.   

My advice? Tackle it now. Fix it, pivot, spend the money—whatever it takes—because it will come up later, and it’ll cost you way more down the line. 



You’ve got this. You may just need to get out of your own way first. I did, and I’ve yet to meet a successful inventor who hasn’t faced and overcome the inventor’s periscope.