Patent Attorney and Founder
Millions of people struggle with hearing challenges every day, but according to entrepreneur and inventor Gary Spittle, today’s hearing technology still hasn’t caught up to what users actually need.
On this episode of the Bold Inventor Show, hosts J.D. Houvener and Matt Kulseth sit down with Gary Spittle, founder of Sonical, to discuss how his company is building a new kind of “hearing computer” powered by adaptive software and AI. Instead of relying on static hearing aids, Sonical’s vision is to create an open platform where users can personalize their hearing experience in real time.
The conversation explores hearing innovation, AI-powered audio processing, startup lessons, patent strategy, and the importance of listening to users while building groundbreaking technology.
Bold Inventor Show Podcast Transcript
J.D. Houvener:
Hey everybody, welcome to the Bold Inventor Show. I’m your host, J.D. Houvener, here with Matt Kulseth as always. Matt, good to have you again.
Matt Kulseth:
Hey J.D., always great to be here. How’ve you been?
J.D. Houvener:
Doing pretty good. Feeling energized lately.
Matt Kulseth:
Good to hear. Before we bring in our guest today, I wanted to share a story that serves as a warning for inventors and trademark owners.
As trademark attorneys, we see a lot of scams targeting people with applications at the USPTO. Usually it’s fake renewal notices or misleading emails asking for fees. But recently, I spoke with someone who got caught in something much more sophisticated.
This individual received an email from someone claiming to be an attorney representing another company interested in licensing his trademark. The offer sounded legitimate, hundreds of thousands of dollars. Over time, the scammers convinced him to participate in what appeared to be litigation involving trademark infringement.
They even staged Zoom calls with people posing as USPTO officials and used convincing websites and fake email accounts. Eventually, the victim spent close to a couple hundred thousand dollars believing he’d receive a settlement payout.
J.D. Houvener:
That’s awful. I had no idea these scams had become that sophisticated.
Matt Kulseth:
Exactly. It’s much bigger than fake renewal notices now. This was an organized operation designed to look completely legitimate.
J.D. Houvener:
That’s an important reminder for inventors and entrepreneurs listening today: always verify who you’re working with and talk to a legitimate attorney if something feels off.
Alright, let’s bring in our guest.
Meet Gary Spittle of Sonical
J.D. Houvener:
Gary, welcome to the Bold Inventor Show.
Gary Spittle:
Thanks for having me.
J.D. Houvener:
You’re with Sonical, correct? Tell us about the company and what you’re building.
Gary Spittle:
Absolutely. A few years ago, we realized there are a huge number of people struggling with hearing challenges, and not just volume loss. There are hundreds of hearing-related conditions involving how sound is processed by the brain.
We saw that researchers and scientists were creating incredible technologies to help solve these problems, but those solutions weren’t reaching the people who needed them.
So we created what we call a “hearing computer.”
It’s essentially a device that works more like a smartphone or laptop. Instead of buying a hearing aid that never evolves, users can download software applications tailored to their specific hearing needs.
J.D. Houvener:
That’s fascinating. Can you explain the problem a little more for people unfamiliar with hearing technology?
Gary Spittle:
Sure. I personally have tinnitus, ringing in the ears, and millions of people experience it. Traditional hearing devices mostly just amplify sound, but many hearing conditions require more personalized solutions.
There are software algorithms and sound-processing techniques that could help people dramatically, but they often never reach consumers because existing hearing hardware is closed off.
We wanted to create an open platform where innovation could happen much faster.
Why AI and Adaptive Audio Matter
Matt Kulseth:
So in a way, you’re creating a platform where other developers can build hearing applications, almost like an app store for hearing enhancement?
Gary Spittle:
Exactly. Someone might struggle hearing dialogue on television, for example. Instead of just turning the volume up, they could download software designed specifically to enhance speech clarity.
The possibilities become enormous once you think about hearing as a software problem rather than just a hardware problem.
J.D. Houvener:
My mind immediately goes to other use cases too, stress reduction, autism support, sensory sensitivity, and more.
Gary Spittle:
That’s exactly right. We’re already working with teams helping children on the autism spectrum who are sensitive to certain sounds.
You can also use audio therapeutically to reduce stress and anxiety. Different sounds affect people differently, and AI allows those experiences to become much more personalized.
Eventually, these systems can even respond dynamically to biometric data like stress levels or heart rate.
Why Smartphones Alone Aren’t Enough
Matt Kulseth:
Why not just build this entirely through a smartphone app?
Gary Spittle:
Great question. There are technical limitations with smartphones when it comes to ultra-low-latency audio processing.
Even Apple realized this. That’s why they built dedicated hardware like AirPods with specialized processors instead of relying solely on the phone itself.
Real-time hearing enhancement requires processing at the edge, directly at the ear, rather than routing everything through a phone.
How Sonical’s Technology Works
J.D. Houvener:
Walk us through what this looks like for a customer.
Gary Spittle:
Right now, we’ve developed a wearable hardware module, almost like a hearing computer you can wear around your neck, keep in your pocket, or place nearby.
It listens to the environment and runs software designed for your situation. Maybe you’re in a noisy restaurant and only want to focus on one person speaking. Maybe you’re in a group environment. The software adapts accordingly.
It can also connect to hearing aids, earbuds, or headphones that people already own.
Matt Kulseth:
So it becomes almost like a front-end processor for existing hearing devices?
Gary Spittle:
Exactly.
Patents and Protecting Innovation
J.D. Houvener:
Let’s talk patents. What did your intellectual property strategy look like?
Gary Spittle:
One of the very first things we did was focus on IP.
Before starting Sonical, I worked at Dolby in Silicon Valley, so I had exposure to how important patents and licensing are in the audio industry.
We intentionally filed broadly. Instead of protecting just a single product, we wanted to protect the entire landscape around hearing computers and adaptive hearing systems.
There are really two layers to what we’re doing:
- The hardware and silicon architecture
- The operating system and software infrastructure for hearing applications
We spent nearly a year working through that process.
J.D. Houvener:
Have any patents been granted yet?
Gary Spittle:
Yes. Our first patent has already been granted, and additional filings are in progress.
Building With the Right Partners
J.D. Houvener:
What’s next for Sonical?
Gary Spittle:
One exciting development is that we’re now working with Sony to manufacture our hardware platform.
That partnership allows us to focus on expanding the software ecosystem and improving the user experience while leveraging world-class hardware expertise.
Lessons for Inventors and Startups
J.D. Houvener:
What advice would you give inventors building their own products?
Gary Spittle:
The biggest lesson is listening.
We originally thought we knew exactly what we were going to build and who would buy it. But once we started talking to users, testing ideas, and learning from experts, the product evolved significantly.
We worked with researchers, schools, parents of autistic children, recording studios, and enterprise users. Every conversation helped shape the platform.
Trying to define everything upfront without listening would have been a mistake.
J.D. Houvener:
That’s such an important lesson. So many inventors stay isolated and build without gathering feedback.
Gary, thank you so much for joining us today. We’ll definitely have to bring you back for an update in the future.
Gary Spittle:
Thanks for having me.
Matt Kulseth:
Take care, Gary.
J.D. Houvener:
And thank you to everyone listening to the Bold Inventor Show. We’ll see you next time. Go bold.