Some people say that things don´t make you happy. I say that those people just haven´t yet had good things in their life.
One of the things I have enjoyed the most this year has been my newly acquired straight razor.
Why any modern man would need straight razor?
Not for any rational reason and therefore it is just the right item for modern gentleman. When everything is becoming more and more like commodity, the way to differentiate is to make your product less accessible. We are taking so many things granted nowadays because they have been made too easy for us. Mass industry will continue simplifying things further, so we as consumers need to complicate things for ourselves, if we want to regain our appreciation to everyday things.
Here are five pointers you should apply to your own (mundane) product:
1. Create ritual(s) around your product
When shaving with straight razor, you cannot just start shaving. You need to “strop” your knife with leather belt to ensure that your straight razor is sharp. Then you need to soften your skin with hot towel. Lather cream to your face with the badger brush using a circular motion. Use hot towel again and also some expensive after-shave products. What used to be boring forgettable everyday chore is not highlight of the day*. This is a great example of “Ikea effect” when you put disproportionate value to things you have spent time on. I didn´t have any discussions about shaving before, but now my oldschool shaving regime is a conversation topic.
2. Build your own tribe
Before I started this straight razor routine I did not know how much there are information and shaving aficionados in the world. On global scale there are enough specialists to create sustainable business out of everything.
3. Be proudly old-school
My razor is actually a replica of Bismarck razors. The company was founded in 1852. For me vinyl records are the best format for music, not necessarily the most convenient and the effective for music listening. You cannot compare straight razor experience to modern methods on rational terms, because whole idea of using straight razor in 2016 is completely irrational.
4. Make your product hard to acquire
You cannot exactly buy your good straight razors in your local 7-Eleven. I had latently been trying to find a good razor for over a year and then scored one in Gentleman´s store in Amsterdam. Scarce availability makes you appreciate your product even more. The current manufacturer for Bismarck blades, Dovo, is not either that accessible. Their website is only in German and although I technically should understand it, the experience is not as smooth as your everyday Gillette. That is accompanied with only having product information as PDF. Old-school brand should consider do they need new-school website.
5. Have sense of danger in your product
Although we don´t need to wrestle lions anymore, it feels quite manly to take care of your beard with weapon that could theoretically kill you. That makes you humble and grateful after every shave.
Sometimes the secret to making your product desirable is to actually make it more complicated and less accessible than the competitors.
*Using straight razor is naturally easier for guys like me who need to only shave once a week. Current beard trend helps also in that you do not be that clean-shaven daily.