Rethinking Baxter: How Branding and Culture Changed the Robotics Industry
Most remember the robot. Few remember the word that reshaped an industry — cobot. Former Rethink Robotics colleagues unpack how language, culture, and bold transparency turned a niche idea into a movement that changed robotics forever.
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Show Notes
A lot of people remember the robot. Fewer remember how a word – cobot – quietly rewired an industry. We bring together former Rethink Robotics colleagues, Ann Whittaker, Sue Sokoloski, and Mandy Dwight, to unpack the real story behind Baxter’s influence: the language that made new tech feel safe, the culture that rewarded questions over ego, and the bold moments when transparency mattered.
This episode discusses the breakthrough of collaborative robots – someone named the space, taught the buyer, and showed the work. Early SEO wins on “cobot,” a disciplined ICP, and relentless field videos turned curiosity into a new category. We also own the hard parts: precision gaps in manufacturing, rushed expansions, and leadership lessons about how fast culture can fracture if you don’t protect it.
If you care about robotics, branding and storytelling, or building teams that ship under pressure, this one’s for you. The conversation moves where most tech stories don’t: into people and the story behind a category defining product.
Meet the Guests
Ann Whittaker
Ann Whittaker is a builder of teams, cultures, and companies. From co-founding Rethink Robotics to leading people strategy at TeraDAR, she brings a rare mix of strategic focus and genuine care to help startups grow with purpose and heart.
Sue Sokoloski
Sue Sokoloski is a marketing strategist and startup growth leader who’s built iconic brands across robotics and tech. She’s passionate about turning big ideas into measurable results through creative, data-driven marketing.
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