# STL364: Good Design Goes Unnoticed

- Show: [Shop Talk Live](https://hardwarepodcasts.com/podcast/shop-talk-live)
- Published: 2026-04-17
- Length: 1h 19m
- Page: https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed
- Listen: https://shoptalklive.podcast.static.taunton.com/stl-364-good-design-goes-unnoticed

## Summary

Konrad Sauer, founder of Sauer & Steiner Toolworks, discusses his transition from graphic design to high-end hand plane making, emphasizing that good design is unnoticed and feels right. He details the iterative design process for his curved-sided planes, balancing historical constraints with modern ergonomics and weight distribution. Sauer explains his unconventional business model, which involves absorbing material costs upfront and forgoing deposits to build deep trust and personal relationships with clients. The conversation highlights the importance of sketching, mockups, and critique in refining physical products.

## Chapters

- [0:06](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=6) Introduction: Konrad Sauer and Sauer & Steiner Toolworks
- [4:30](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=270) Konrad Sauer's Graphic Design Background and Training
- [9:58](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=598) Design Philosophy: Good Design Goes Unnoticed
- [13:25](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=805) Designing the Curved-Sided Hand Plane
- [26:55](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=1615) Iterative Prototyping and Mockup Process
- [31:23](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=1883) Unconventional Business Model: No Deposits and Risk Absorption
- [40:49](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=2449) Design Process: Sketching, Mockups, and Critique
- [52:16](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=3136) Tools of the Trade: Sketchbooks, Adobe Illustrator, and Templates
- [1:02:29](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=3749) Learning Design Language and Cross-Disciplinary Inspiration
- [1:11:57](https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed#t=4317) Personal Hobbies and the Value of Physical Interaction

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Sauer & Steiner Toolworks (company)
- Sutherland Wells (company)
- Gorilla Glue (company)
- Adobe Illustrator (tool)
- Fine Woodworking (company)

## Related episodes from other shows

- [Episode 165: Don’t let it beat you.](https://hardwarepodcasts.com/podcast/making-it/2018-04-20-episode-165-dont-let-it-beat-you) (Making It)
- [417: Special Old People Shoes](https://hardwarepodcasts.com/podcast/making-it/2023-11-03-417-special-old-people-shoes) (Making It)
- [456: *cough* SELLOUT *cough*](https://hardwarepodcasts.com/podcast/making-it/2024-10-04-456-cough-sellout-cough) (Making It)
- [Afterschool Podcast, Episode 4 - Martin Kastner (9/9)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-04-afterschool-podcast-episode-4-martin-kastner-9-9) (Core77 Podcast)
- [Episode 297: I’m not sick, just 53](https://hardwarepodcasts.com/podcast/making-it/2021-02-26-episode-297-im-not-sick-just-53) (Making It)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/shop-talk-live/2026-04-17-stl364-good-design-goes-unnoticed. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Shop Talk Live.