Their three-year-old quarterly magazine, Make, is the DIY manifesto, urging readers to unleash their creativity with little more than a screwdriver and a soldering iron. Want an electric guitar? Start with a cigar box. Need an aerial picture of your house? Try rigging a camera to a kite.
The playfulness of Make, however, disguises a provocative and potentially disruptive trend: giving individuals the power to change hardware just like they do software. "Why can't I do to my car what I do to my computer?" asks Dougherty, Make's publisher.