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"The Worksite Radio/Charger was a defining product for our DEWALT Brand and for the entire cordless category. It has since become an unmistakable icon in the construction industry. Altitude is a leading operation that connects consumer needs to an organization's commercial objectives in ways that create breakthrough products."

 

Awards

IDEA Winner

IDSA Design and Business Catalyst Award Winner

DeWalt Plate Joiner
Editor's Choice

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Tuned In.

By identifying an untapped opportunity, Altitude was able to define a new product category that brought DeWalt profits of unexpected proportions. In fact, the Worksite Radio/Charger is the most successful new product introduction in DeWalt’s history.

Digging Deep to Find a New Opportunity

When DeWalt, the leading professional power-tool manufacturer, asked Altitude to conceptualize new products, our team suited up and spent time on location at numerous job sites. We closely queried workers, foremen, and employers about what they felt was important to their routine, and discovered many opportunity areas, including communications, security, project planning, documentation, power management, and entertainment. We explored concepts for them all, but entertainment ultimately proved to have the richest potential.

Delivering Value: A Radio as Tough as the Conditions Around It

The Worksite Radio/Charger took DeWalt beyond the realm of products that cut, pierce, or bend materials into the universe of live entertainment. This new product genre borrows aspects of both worlds. It offers all of the functions of a typical radio. At the same time, it looks and acts tough enough for a construction site, with rugged controls and a protective roll-cage. The integrated battery charger accommodates all sizes of DeWalt batteries so that the crew can recharge depleted batteries while listening to broadcast entertainment.

The Radio/Charger became an icon, driving the brand expression for other new DeWalt products, many of which extend into non-construction markets. A decade after its introduction, the radio remained unchanged and continued to sell without any price erosion. There have been plenty of imitators, but strong intellectual property restraints kept the competition at bay.

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