Building a Brand Through Scarcity

This podcast episode interviews Brandon Horoho, founder of Montana Knife Company, about the company's rapid growth from a low seven-figure revenue in 2021 to eight figures in 2024. Horoho details their strategy, which focused on organic social media engagement (daily Instagram posts), building a highly engaged email list (with a 90-day engagement rule), and a unique VIP program rewarding loyal customers with high-value gifts. He emphasizes the importance of consistent, high-energy marketing reflecting genuine brand enthusiasm and the necessity of aligning manufacturing capacity with demand to avoid lost sales. The interview concludes with advice for founders on building a long-term, sustainable brand and a call to action for marketers to support American-made businesses.