102: Keen
Tom Gerhardt and Dan Provost of Studio Neat discuss their Kickstarter campaign for Keen, a high-quality retractable utility knife made of stainless steel. They explain the design philosophy of creating a 'costly' rather than 'expensive' tool, focusing on durability, repairability, and the tactile satisfaction of the mechanism. The conversation covers the pricing strategy, the challenge of marketing a premium product to cold audiences via ads, and the importance of building brand trust to justify the $95+ price point.