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Sweet bttns are made of this

Sweet dreams are made of this
Who am I to disagree?
I travel the world and the seven seas
Everybody’s looking for something

We’ve often been asked how we came up with the idea for the bttn. As many of the greatest inventions or services (no, we are not on that level yet but we are working on it) the bttn grew out of a series of small use case discoveries.

The very first use case was born out of frustration: we were sitting around in a bar and could not for the life of us get the attention of the waiters who seemed to be extremely well trained in avoiding eye contact. Why not have a button at the table to get a garçon for us?

Then came along those great motivators of first-world middle-class: guilt and fear. What happens if someone’s granny wants to get in touch but has lost her phone or does not remember their number or is in shaky condition, or or or… Maybe a simple button would do the trick.

After several more small epiphanies (anyone remember the coolest early Internet company name ever: e.piphany…?) it hit us like a hammer: a seemingly super-simple yet programmable device to solve these and many other needs did not really exist.

Many companies are developing wonderful, difficult, and complex things. bttn was founded to develop something wonderful, easy, and simple. Something magical. Of course, creating something that simple turned out to be less than simple but that is our headache, not yours. More on our creation project next week.

P.S. This week’s song lyrics are from Eurythmics’ Sweet Dreams (Are Made of This). It is a fine song in its own right, but what makes it more interesting is the certainly unintended but very successful reuse by none other than Marilyn Manson – this cover version was his first single to chart in the US and UK.