How to Get an Innovative Razor to Market

It can be difficult for a small time inventor to compete against a big corporation in order to break into the market.  The New York Times has this article about the approach taken by the ShaveMate inventors to get shelf space among giants like Gillette and Shick.  In part:

After years of research and development, engineering and patent work, the brothers took their razors to the military in 2002 because they had heard that soldiers in Iraq and Afghanistan were dry shaving. That first product was rugged and featured two blades, with the shaving cream in the handle. The military became a repeat customer.

Still, the Tomassettis found American retailers reluctant to take shelf space from Gillette and Schick. Store managers encouraged the brothers to improve their product — add more blades, they suggested. So the Tomassettis did. With six blades, ShaveMate offers one more in-line blade than its competitors, and it is the only all-in-one razor on the market with shaving cream in the handle.

An interesting read, and a creative approach.