# 130: Embarrassment, Then Relief

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2026-01-09
- Length: 46m
- Episode: 130
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief
- Listen: http://relay.fm/tc/130

## Summary

Myke Curley of Cortex Brand discusses launching a high-end, London-made journal priced around $90, weighing the financial risks of tight margins against the benefits of a Kickstarter campaign. Tom Gerhardt and Dan Provost of Studio Neat advise on pricing strategy, cash flow implications of low margins, and the value of public validation, ultimately encouraging Curley to embrace the discomfort of a pre-order model to test demand and build brand storytelling.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=7) Introduction: Myke Curley and the New Journal
- [1:40](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=100) Production Costs and Supplier Quotes
- [4:53](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=293) Kickstarter vs. Direct Pre-order Strategy
- [10:00](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=600) Psychological Barriers and Public Failure
- [23:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=1384) Pricing, Margins, and Cash Flow Risks
- [30:18](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=1818) Manufacturing Constraints and Brand Story
- [42:33](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief#t=2553) Final Advice and Conclusion

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Cortex Brand (company)
- Studio Neat (company)
- Sidekick (product)
- Theme System Journal (product)
- G.S. Smith (company)
- Kickstarter (company)
- Relay FM (company)

## Related episodes from other shows

- [162: Product Pre Launch Strategies For Crowdfunding Success](https://hardwarepodcasts.com/podcast/product-startup/2023-02-10-162-product-pre-launch-strategies-for-crowdfunding-success) (Product Startup)
- [073: Tips from the World’s Biggest Crowdfunding Agency](https://hardwarepodcasts.com/podcast/product-startup/2021-04-28-073-tips-from-the-worlds-biggest-crowdfunding-agency) (Product Startup)
- [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)
- [Adafruit, Chip heist, Hackerspaces - The Kit Conniption](https://hardwarepodcasts.com/podcast/the-amp-hour/2011-04-26-adafruit-chip-heist-hackerspaces-the-kit-conniption) (The Amp Hour)
- [Kickstarter, Copycats, and Comebacks: RiutBag’s Rise](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-07-01-kickstarter-copycats-and-comebacks-riutbags-rise) (It's Only a Prototype)

## Citing this page

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