# 102: Keen

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2023-08-17
- Length: 1h 09m
- Episode: 102
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen
- Listen: http://relay.fm/tc/102

## Summary

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.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=7) Introduction: Keen Utility Knife Overview
- [3:10](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=190) Design Philosophy: Solving the Box Opening Problem
- [9:05](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=545) Material Choices: Steel vs. Aluminum and Ergonomics
- [12:54](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=774) Pricing Strategy: Costly vs. Expensive and Kickstarter Success
- [19:30](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=1170) Market Positioning: Premium Tools and Heritage Branding
- [30:13](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=1813) Design Decisions: No Clip and Magnetic Mounting
- [37:57](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=2277) Marketing Challenges: Trust, Ads, and Customer Acquisition
- [57:23](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen#t=3443) Dan's Monitor Saga: Dell 32" 6k Review

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Keen (product)
- Mark One (product)
- Dell (company)
- Apple Studio Display (product)
- Mac Studio (product)
- Exacto (product)
- Cortex Brand (product)
- Mont Blanc (company)

## Related episodes from other shows

- [Afterschool Podcast, Episode 19 - Craighton Berman, Founder of Manual (04/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2014-04-16-afterschool-podcast-episode-19-craighton-berman-founder-of-manual-04-16) (Core77 Podcast)
- [Afterschool Podcast, Episode 5 - StudioNeat (9/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-04-afterschool-podcast-episode-5-studioneat-9-16) (Core77 Podcast)
- [Episode 204: The Maker Knife with Giaco Whatever](https://hardwarepodcasts.com/podcast/making-it/2019-03-01-episode-204-the-maker-knife-with-giaco-whatever) (Making It)
- [Episode 205: Thinky Pad and Wippy Pen](https://hardwarepodcasts.com/podcast/making-it/2019-03-08-episode-205-thinky-pad-and-wippy-pen) (Making It)
- [Kickstarter, IndieGoGo & Ignite - Jasperated Jimswinger Jobbery](https://hardwarepodcasts.com/podcast/the-amp-hour/2013-04-24-kickstarter-indiegogo-ignite-jasperated-jimswinger-jobbery) (The Amp Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-08-17-102-keen. 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 Thoroughly Considered.