# Taylor Guitars: Kurt Listug and Bob Taylor. From $3,700 Shop to Global Icon

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-01-26
- Length: 1h 09m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon

## Summary

Bob Taylor and Kurt Listug, co-founders of Taylor Guitars, recount building the company from a $3,700 San Diego repair shop into a global acoustic guitar brand. They discuss key design innovations like the slimmer neck and the operational shift to one-guitar-at-a-time production, which improved cash flow. The founders also detail navigating market crashes, securing high-profile artist relationships with Prince and Taylor Swift, and executing a 100% employee stock ownership plan (ESOP) as a succession strategy.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=0) Introduction: Bob Taylor and Kurt Listug on Taylor Guitars
- [5:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=329) Buying the American Dream shop and early innovations
- [20:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=1225) The one-guitar-at-a-time production philosophy
- [24:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=1485) The failed distributor deal and Rothschild Musical Instruments
- [40:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=2423) Custom guitars for Prince and Taylor Swift
- [52:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=3127) Marketing, manufacturing in Mexico, and retail strategy
- [1:03:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=3829) Navigating the COVID demand shock and inflation
- [1:07:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-01-26-taylor-guitars-kurt-listug-and-bob-taylor-from-3-700-shop-to-global-icon#t=4042) Transition to 100% employee ownership (ESOP)

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Mechanical engineering](https://hardwarepodcasts.com/topic/mechanical-engineering)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Taylor Guitars (company)
- Martin (company)
- Gibson (company)
- Rothschild Musical Instruments (company)
- Taylor Swift (other)
- Prince (other)
- Westland Music Company (other)
- Wooden Steel (other)

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- [Building a Connected Musical Instrument with Rafael Atijas of Loog Guitars](https://hardwarepodcasts.com/podcast/over-the-air/2022-12-22-building-a-connected-musical-instrument-with-rafael-atijas-of-loog-guitars) (Over the Air)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [STL INT: Interview with Garrett Wade founder Garry Chinn](https://hardwarepodcasts.com/podcast/shop-talk-live/2020-10-02-stl-int-interview-with-garrett-wade-founder-garry-chinn) (Shop Talk Live)

## Citing this page

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