Stef says startup studios are organisations and companies set up specifically to invent other companies. Stef describes making a small hack-day toy that imitated The Guardian's website and later got a positive reaction from someone who worked on its product. Stef describes making an Instagram feed as part of a prototype for testing an idea. Stef cites Kodak while discussing how established companies can miss changes caused by software. Stef describes a project with Red Bull in which he and a studio pitched a social network around BMX and skateboard video. Stef says he helped Land Rover set up a studio using the startup-studio approach.