Erez Zukerman

and I wanna build for and optimize for longevity, not for a scale, but for longevity to still be here in five, 10, 15, who knows how many years, I'm good. It's a question of what game you choose to play. That also goes with the fact that we don't have investors. Our Indiegogo backers are the OG investors, in a sense. They invested in a keyboard. They got a keyboard.

and I wanna build for and optimize for longevity, not for a scale, but for longevity to still be here in five, 10, 15, who knows how many years, I'm good. It's a question of what game you choose to play. That also goes with the fact that we don't have investors. Our Indiegogo backers are the OG investors, in a sense. They invested in a keyboard. They got a keyboard.

And that's how we got our start. And that's it. We are fully, fully, like I say, no to capital. I have people trying to give me money every now and then. I'm like, no, sorry. Like, no, we're good.

And that's how we got our start. And that's it. We are fully, fully, like I say, no to capital. I have people trying to give me money every now and then. I'm like, no, sorry. Like, no, we're good.

So it's a good question. It's not something I think about and it's not something I optimize for. For me, what I care about and like kind of an ideal scenario is you buy the one keyboard once and you are done. Keyboard people call that end game. You got your keyboard, it's working and this is it.

So it's a good question. It's not something I think about and it's not something I optimize for. For me, what I care about and like kind of an ideal scenario is you buy the one keyboard once and you are done. Keyboard people call that end game. You got your keyboard, it's working and this is it.

And for many people, we do hit that and we provide support like in firmware for a long, long time and our warranty is fairly generous as well. So there are many people who buy the one keyboard And they're done. But those people then often do two things. One is they subscribe to our newsletter. I'm sorry, I'm being very immodest here. We have a very good newsletter. It's called The Ergo.

And for many people, we do hit that and we provide support like in firmware for a long, long time and our warranty is fairly generous as well. So there are many people who buy the one keyboard And they're done. But those people then often do two things. One is they subscribe to our newsletter. I'm sorry, I'm being very immodest here. We have a very good newsletter. It's called The Ergo.

It's not about only keyboards. It's once a month. And we put a lot into it. And those people subscribe and they stay engaged. Like I get fan mail for the newsletter every month. I get people writing back and saying, oh, I love this issue. I use this. We recommend tools from across the web. We recommend resources, whatever. So they remain engaged.

It's not about only keyboards. It's once a month. And we put a lot into it. And those people subscribe and they stay engaged. Like I get fan mail for the newsletter every month. I get people writing back and saying, oh, I love this issue. I use this. We recommend tools from across the web. We recommend resources, whatever. So they remain engaged.

And then the other thing they do is, yes, they talk about us. We pretty much rely on that because we don't work with influencers. We don't advertise at all. We don't work with a PR firm. Like you guys came to me and I'm very happy to be here, but it's not like somebody reached out to you and like, oh, can, you know, it's just all organic. And what I found is that there is a ton of goodwill.

And then the other thing they do is, yes, they talk about us. We pretty much rely on that because we don't work with influencers. We don't advertise at all. We don't work with a PR firm. Like you guys came to me and I'm very happy to be here, but it's not like somebody reached out to you and like, oh, can, you know, it's just all organic. And what I found is that there is a ton of goodwill.

When people sense that you're being real, that you're not trying to scale, that you're not thinking of your software as a service move and how can I charge a subscription fee for this keyboard or for this thing or whatever, When you are just simply making a good thing and trying to keep doing just that, it really resonates.

When people sense that you're being real, that you're not trying to scale, that you're not thinking of your software as a service move and how can I charge a subscription fee for this keyboard or for this thing or whatever, When you are just simply making a good thing and trying to keep doing just that, it really resonates.

And we have people who really like ZSA and who like our keyboards, and they do share with friends, friends, family, co-workers. And It also helps that the keyboard is so weird looking. You have it on your desk in an office. If you work in an office, people do routinely stop and say, what is that? And then our customers really talk. They really do open up. They're not like, ah, it's a keyboard.

And we have people who really like ZSA and who like our keyboards, and they do share with friends, friends, family, co-workers. And It also helps that the keyboard is so weird looking. You have it on your desk in an office. If you work in an office, people do routinely stop and say, what is that? And then our customers really talk. They really do open up. They're not like, ah, it's a keyboard.

No, because it's kind of more than that for them, for customers who get it. So yeah, that's kind of how it works.

No, because it's kind of more than that for them, for customers who get it. So yeah, that's kind of how it works.

Yeah, they emailed me.

Yeah, they emailed me.