Chapter 1: The Journey of Bob Marshall

Bob Marshall, co-founder and CEO of Whisker Labs, emphasizes the importance of humility in engineering. Engineers often see their creations as the pinnacle of innovation, yet the challenge lies in inspiring others to share that enthusiasm. Engineering is fundamentally about problem-solving and innovation, but marketing and sales play a crucial role in the success of any venture.

In this segment of our series on groundbreaking technological advancements, I had the opportunity to speak with Robert Marshall. Whisker Labs emerged from Earth Networks in 2017, and it specializes in cutting-edge sensor technology and intelligence systems. Their flagship product, Ting, is part of the largest IoT sensor network worldwide. By leveraging advanced AI, Ting is transforming electrical fire prevention and enhancing safety standards for homes, community safety, and electrical grid monitoring.

Marshall's journey began in 1992 when he co-founded AWS Convergence Technologies, which evolved into Earth Networks. His passion for big data encompasses everything from climate observation to IoT sensors. By pinpointing valuable insights within vast amounts of data, he aims to enhance and safeguard lives. His expertise has been recognized on major news platforms such as CNN and The New York Times, and he has served as a program manager and engineer in various high-level projects.

Before we delve deeper, could you share how you arrived at your current career path?

Since childhood, I’ve had a strong affinity for mathematics, largely encouraged by my father, who urged me to become an engineer. I pursued my studies at the University of Maryland, where I discovered my entrepreneurial spirit through an influential mentor. My initial role post-college involved military submarine location, which ignited my interest in deciphering meaningful 'signals' amid overwhelming data.

Over the years, I developed a niche at the intersection of big data and engineering, particularly focusing on weather and climate. In 1992, I co-founded AWS Convergence Technologies, contributing to the establishment of extensive weather and climate sensor networks, including a global lightning detection system.

A pivotal moment in my career occurred when a family member lost her home and a beloved pet to an electrical fire. This tragedy highlighted the dangers posed by electrical arcing, akin to lightning strikes. Recognizing our expertise in sensors, we decided to tackle the fire safety issue, leading to the establishment of Whisker Labs. Our product, Ting, aims to predict and prevent electrical fires while enhancing the safety of the U.S. electrical grid, aligning with our mission to safeguard families and communities.

Can you share a particularly impactful story from your career?

The inception of Ting was born from a devastating experience. In 2014, my sister-in-law's family lost their home to an electrical fire caused by faulty wiring. This incident prompted me to investigate the frequency and impact of electrical fires, which cause numerous injuries and significant property damage annually. Collaborating with leading lightning scientists, we developed technology that predicts and prevents such fires, potentially saving countless families from similar tragedies.

What groundbreaking technologies are you currently developing, and how might they benefit society?

Whisker Labs stands at the forefront of IoT, big data, and machine learning, dedicated to protecting families and communities from electrical fires. Our flagship product, Ting, combines decades of expertise in electromagnetic and atmospheric sensors with AI to identify electrical faults. This user-friendly sensor plugs into standard outlets, enabling rapid detection, localization, and mitigation of potential hazards. Ting has proven effective in preventing four out of five electrical fires, significantly reducing losses and saving lives across the U.S.

As reliance on electricity grows, so does the risk of electrical fires. Our technology allows us to stay ahead of potential hazards, ensuring a proactive approach to safety.

How do you envision this technology altering the future?

Ting primarily safeguards families by acting as a vigilant protector against electrical fires. Beyond individual households, the interconnected nature of Ting sensors allows for extensive monitoring of the electrical grid, offering valuable insights that can enhance technology through machine learning. The collective data from Ting sensors can illuminate stress points in the grid, guiding investments and improvements on a local and national scale.

Considering the potential implications of technology, are there any drawbacks that warrant attention?

I genuinely believe there are no significant drawbacks to Ting. Our sensor technology poses no privacy concerns, as we only monitor voltage levels. Our sole focus is on protecting families and communities. We collaborate with insurance companies to provide Ting sensors at no cost to homeowners, ensuring widespread access and safety.

What is necessary to achieve widespread adoption of this technology?

Raising awareness about the dangers of electrical fires is crucial. Many hazards are undetectable by homeowners, and Ting provides peace of mind. Our technology thrives on network effects, improving its predictive capabilities with each additional home using the system. Currently, we’re installed in over 325,000 homes, and as our community expands, so does our ability to enhance safety.

What innovative marketing strategies have you employed to promote your vision?

From the outset, we chose to partner with insurance companies to ensure that everyone could access Ting's technology. By providing the sensor and service for free through these partnerships, we not only prevent losses for insurers but also reassure families of their safety. Early on, we participated in various trade shows to showcase our technology's efficacy, and as more people learned about Ting, demand surged.

Reflecting on your journey, is there a particular mentor you would like to acknowledge?

I owe a great deal to my mentor, Bill Mengel, whom I met during my time at the University of Maryland. He introduced me to entrepreneurship and offered me a chance to join his burgeoning company. Working there provided me with invaluable experience, and I learned from Bill's expertise as he transformed a fledgling idea into a successful business, solving real-world problems.

What are some essential lessons you wish you'd known before embarking on your entrepreneurial journey?

1. Business Acumen — Entrepreneurship requires more than just a great idea; it demands understanding business dynamics and surrounding oneself with trustworthy partners.
2. Stay Humble — It's vital to recognize that not everyone will share your excitement for your creations. Marketing and sales are crucial components of success.
3. Focus — Amid the daily distractions, it's important to stay grounded and remember your core mission.
4. Entry Points — Be innovative in presenting your product; there are multiple avenues for generating interest and sales.
5. Simplicity — Keeping your business model straightforward can enhance focus, although achieving simplicity often involves considerable effort.

Could you share your favorite life lesson quote and its significance in your life?

Steve Jobs once said, "Simple can be harder than complex: You must work hard to get your thinking clean to make it simple." This philosophy resonates deeply with me. The creation of Ting involved complex processes and significant expertise, yet the end product is user-friendly and straightforward. This balance of simplicity and sophistication is essential for our goal of expanding our technology to every home, ultimately safeguarding families from the threat of electrical fires.

How can readers connect with you on social media?

You can find me on LinkedIn under Bob Marshall, or follow Whisker Labs on Facebook, Twitter, and LinkedIn.

Thank you for sharing your insights with us; your story is truly inspiring.