How to Turn Niche Products Into a Scalable Brand with Direct-to-Consumer Strategy

One Thousand Ways To Lead: Leadership skills, people management techniques, and communication strategies to help you grow as a confident, capable leader

In this episode of One Thousand Ways To Lead, we sit down with Brock Hardisty, whose unconventional career path led him from journalism and the beer industry to co-founding a company that designs and manufactures high-end custom pocket knives with his brother. What began as a side project quickly turned into a full-fledged venture rooted in quality American manufacturing, a deep appreciation for craftsmanship, and the power of storytelling in business.

Brock opens up about how they initially assumed their audience would be outdoorsmen and survivalists, but to their surprise, they discovered a passionate group of knife collectors who treat these pieces like pocket jewelry, valuing them as much for their design and detail as their utility.

Throughout the conversation, Brock shares how his MBA education and background in storytelling helped shape the company’s brand identity, and why being able to tell a compelling story is just as important as having a great product. He also talks about managing a small, highly skilled manufacturing team, the importance of customer feedback, and the mindset shifts that come with major career transitions.

If you're curious about entrepreneurship, product development, or what it takes to build a standout brand in a niche market, this is an episode you won’t want to miss.

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