This edition is brought to you by Masterworks

Good morning to all new and old readers! Here is your Saturday edition of Faster Than Normal, exploring the stories, ideas, and frameworks of the world’s most prolific people and companies—and how you can apply them to build businesses, wealth, and the most important asset of all: yourself. 

Today, we’re covering Gillette and their journey to becoming the world’s leading name in shaving and grooming..

If you enjoy this, feel free to forward along to a friend or colleague who might too. First time reading? Sign up here.

What you’ll learn:

• How Gillette turned disposable blades into a global grooming empire

• Lessons on persistence trumps perfection, find your William Nickerson and build a moat with disposables

Cheers,

Alex

P.S. Send me feedback on how we can improve. We want to be worthy of your time. I respond to every email.

Gillette

The story of Gillette began in 1895 when King Camp Gillette, a traveling salesman, had a simple yet revolutionary idea: disposable razor blades.

Gillette was frustrated with the tedious process of sharpening his straight razor. He envisioned a thin, disposable blade that could be easily replaced when dull. Simple. Convenient. Game-changing.

But turning this idea into reality proved challenging. For six years, Gillette struggled to find a way to manufacture his blades. Metallurgists told him it was impossible to produce steel thin enough yet strong enough for his razor.

Undeterred.

In 1901, Gillette finally met William Nickerson, an MIT-educated machinist who cracked the manufacturing puzzle. They founded the American Safety Razor Company, later renamed Gillette Safety Razor Company.

The early days were tough. In their first year, they sold just 51 razors and 168 blades. Hardly a roaring success.

"We had many dark days," Gillette later recalled. "But I never lost faith in the idea."

That faith paid off. By 1904, sales exploded to 90,884 razors and 123,648 blades. Gillette had tapped into a massive unmet need.

The company grew rapidly, expanding internationally and diversifying its product line. But success brought new challenges. Competitors emerged. Patents expired. The Great Depression hit hard.

Gillette adapted. They invested heavily in research and development, constantly improving their razors and blades. They expanded into new markets and product categories.

"Innovation is not just about new products," said former CEO James Kilts. "It's about constantly finding better ways to serve your customers."

This philosophy drove Gillette through decades of growth and change. They introduced the first twin-blade razor in 1971, the first razor with a lubricating strip in 1985, and the groundbreaking Mach3 in 1998.

But perhaps their biggest challenge came in the 21st century. Changing grooming habits, the rise of online subscription services, and new low-cost competitors threatened Gillette's dominant market position.

Once again, Gillette had to reinvent itself. They launched their own subscription service, developed new products for sensitive skin, and expanded their offerings for women and developing markets.

"We're not just selling razors," said Gary Coombe, CEO of Gillette. "We're helping people feel confident and look their best. That mission hasn't changed since 1901."

Today, Gillette remains a global leader in grooming products. As of 2024, they hold approximately 54% of the U.S. razor market. Their parent company, Procter & Gamble, reported net sales of $21.9 billion in the first quarter of 2024, a 6% increase year-over-year.

"The consumer is boss," Coombe often says. "Our job is to listen, learn, and deliver what they need."

It's a simple philosophy. But for over a century, it's kept Gillette at the cutting edge of their industry.

Lessons

Lesson 1: Persistence trumps perfection. Gillette spent six years trying to make his razor idea work. Metallurgists told him it was impossible. He didn't give up. "We had many dark days," Gillette later said. "But I never lost faith in the idea." Keep pushing. The breakthrough might be just around the corner.

Lesson 2: Find your William Nickerson. Gillette had the vision, but he needed Nickerson's technical expertise to make it real. Partnerships matter. Look for people whose skills complement yours. Don't be afraid to admit what you don't know.

Lesson 3: Build a moat with disposables. Gillette's genius wasn't just in selling razors. It was in creating a system where customers had to keep coming back. The razor handle was just the gateway. The real money was in the blades. You buy the handle once, but you need new blades forever. This created a recurring revenue stream that competitors found hard to break. As King Camp Gillette himself said, "Give 'em the razor; sell 'em the blades."

Lesson 4: Innovate, but don't confuse. Gillette constantly improved their razors. But they were careful. Too much change too fast can alienate customers. They added blades gradually - one, then two, then three. Each step was an improvement, but not a revolution. This allowed customers to upgrade without feeling overwhelmed. As former CEO James Kilts put it, "Innovation is not just about new products. It's about constantly finding better ways to serve your customers."

Lesson 5: Be willing to cannibalize yourself. Gillette could have stuck with selling expensive razor blades forever. Instead, they launched their own subscription service to compete with upstarts like Dollar Shave Club. They were willing to disrupt their own business model to stay relevant. Don't let fear of hurting your existing business stop you from innovating.

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Further Readings

• King C. Gillette - Wikipedia - Biographical information on Gillette's founder.

• Gillette Our History - Official company history from Gillette.

• Gillette's Strange History with the Razor and Blade Strategy - Harvard Business Review article on Gillette's pricing strategy.

• Gillette's Berlin Factory: Over 80 Years of Innovation & Teamwork - Article on Gillette's manufacturing operations.

• Uncovering the Successful Marketing Strategy of Gillette - Analysis of Gillette's marketing approach.

• Gillette, The Billionaire Shaving Pioneer - Historical article on King C. Gillette.

• Gillette: Marketing Strategy of Product Innovation - Case study on Gillette's marketing and innovation strategy.

• Razor Blade Business Model: Meaning, History, Problems - Investopedia article on the razor-razorblade business model.

That’s all for today, folks. As always, please give me your feedback. Which section is your favourite? What do you want to see more or less of? Other suggestions? Please let me know.

Have a wonderful rest of week, all.

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