In a small garage in Novi, Michigan, Jesse Beeker pieced together the beginnings of what would become TWIG Power. There was no elaborate launch plan, no ready pool of investors, just a vision to create a new kind of light electric powertrain—one that combined modularity, scalability, and ingenuity to address the growing demand for electrification.Starting from scratch in 2019, Jesse and his team faced the realities of building hardware: the capital intensity, the manufacturing challenges, and the need to develop products that worked seamlessly in the real world.
For TWIG, building something new meant focusing on problems others had overlooked, driving innovation where it mattered most. Hardware is demanding—components must work perfectly together, systems must be meticulously designed, and production needs to scale efficiently. The challenges were steep, but they forced the company to innovate and approach problems in ways that would shape its future success.
From a Garage to a Growing Industry Leader
TWIG Power wasn’t built on a traditional startup model. Instead of chasing quick wins or relying on off-the-shelf solutions, Jesse insisted on designing components in-house to ensure every piece worked cohesively. This meant investing time and effort into creating something entirely new—a decision that defined the company’s ethos.
“I try to keep an open book, the pages unwritten,” Jesse said, reflecting on the journey. “Whether we end up as a battery management company, a software company, or something else, we need to react to the market while staying true to our core values.”
The name TWIG itself reflects this philosophy: the idea that The Whole Is Greater than the sum of its parts. Every element of the business, from engineering to manufacturing, contributes to a broader vision of innovation and adaptability.
Innovation Through Constraints
One of TWIG’s defining moments was when Jesse secured an “alpha customer”—a real-world partner who provided feedback on TWIG’s prototypes. This collaboration allowed the company to align its development with practical needs and avoid costly missteps. Instead of investing heavily in expensive equipment upfront, TWIG focused on modularity, designing systems that could be adapted for different applications without starting from scratch.
This approach reduced costs and made TWIG more resilient. By learning to work within constraints, the team developed the agility to pivot quickly and meet new demands—a valuable skill in the unpredictable world of hardware.
Building Through Collaboration
TWIG’s partnership with Amtech shows how effective collaboration can drive progress. By outsourcing specific manufacturing processes to Amtech, TWIG could focus on innovation and maintain high production quality.
Jay Patel, CEO of Amtech, highlighted how this collaboration benefits both companies. “I’ve learned a lot from seeing how TWIG operates. They’ve developed robust, smart solutions within their constraints, and even as someone in the manufacturing industry, their methods have been eye-opening.”
Strategic partnerships like this demonstrate that growth doesn’t happen in isolation. For TWIG, collaboration has been a cornerstone of scaling effectively and ensuring that every part of the business supports the broader vision.
Principles for Building Smarter
TWIG Power’s approach offers insights that go beyond hardware manufacturing, highlighting principles that apply across business and industries:
- Start Simple, Build Smart: Begin with a clear understanding of your goals and align every decision with a long-term vision.
- Embrace Constraints: Limitations can be opportunities to innovate. TWIG’s modular design philosophy demonstrates how constraints can drive creativity.
- Build Strategic Partnerships: Growth isn’t a solo effort. Collaborate with partners who share your values and bring complementary expertise.
- Stay Adaptable: The market changes, and so should your approach. Jesse’s willingness to keep an “open book” has been key to TWIG’s ability to navigate challenges and seize opportunities.
Looking Ahead
TWIG Power has grown from a garage start-up into a company with a vision to transform powertrains. By staying true to its values, embracing constraints, and building through collaboration, TWIG is creating a model for innovation in challenging environments. TWIG’s story is a powerful reminder of what’s possible when vision meets action.
“I try to keep an open book, the pages unwritten,” Jesse said, reflecting on the journey. “Whether we end up as a battery management company, a software company, or something else, we need to react to the market while staying true to our core values.”
The name TWIG itself reflects this philosophy: the idea that The Whole Is Greater than the sum of its parts. Every element of the business, from engineering to manufacturing, contributes to a broader vision of innovation and adaptability.
Innovation Through Constraints
One of TWIG’s defining moments was when Jesse secured an “alpha customer”—a real-world partner who provided feedback on TWIG’s prototypes. This collaboration allowed the company to align its development with practical needs and avoid costly missteps. Instead of investing heavily in expensive equipment upfront, TWIG focused on modularity, designing systems that could be adapted for different applications without starting from scratch.
This approach reduced costs and made TWIG more resilient. By learning to work within constraints, the team developed the agility to pivot quickly and meet new demands—a valuable skill in the unpredictable world of hardware.
Building Through Collaboration
TWIG’s partnership with Amtech shows how effective collaboration can drive progress. By outsourcing specific manufacturing processes to Amtech, TWIG could focus on innovation and maintain high production quality.
Jay Patel, CEO of Amtech, highlighted how this collaboration benefits both companies. “I’ve learned a lot from seeing how TWIG operates. They’ve developed robust, smart solutions within their constraints, and even as someone in the manufacturing industry, their methods have been eye-opening.”
Strategic partnerships like this demonstrate that growth doesn’t happen in isolation. For TWIG, collaboration has been a cornerstone of scaling effectively and ensuring that every part of the business supports the broader vision.
Principles for Building Smarter
TWIG Power’s approach offers insights that go beyond hardware manufacturing, highlighting principles that apply across business and industries:
- Start Simple, Build Smart: Begin with a clear understanding of your goals and align every decision with a long-term vision.
- Embrace Constraints: Limitations can be opportunities to innovate. TWIG’s modular design philosophy demonstrates how constraints can drive creativity.
- Build Strategic Partnerships: Growth isn’t a solo effort. Collaborate with partners who share your values and bring complementary expertise.
- Stay Adaptable: The market changes, and so should your approach. Jesse’s willingness to keep an “open book” has been key to TWIG’s ability to navigate challenges and seize opportunities.
Looking Ahead
TWIG Power has grown from a garage start-up into a company with a vision to transform powertrains. By staying true to its values, embracing constraints, and building through collaboration, TWIG is creating a model for innovation in challenging environments. TWIG’s story is a powerful reminder of what’s possible when vision meets action.