A Closed Shave.

You assumed I couldn't write another post about assumptions? This is the beautiful new hybrid razor or azor from King of Shaves that I recently picked up from their promotional bus. It's a company seeking to shake up a category and, as I am already a great fan of their shaving oil, I was intrigued to see if their promise that one could Shave Close, Longer, For Less would stand up.

It did, but sadly it would force me to have a goatee, because I found all those areas that a goatee and moustache cover quite impossible to shave. However, they're definitely onto something because shaving the rest of my face with long smooth strokes was a revelation. Fast, soft and incredibly close. I'm not sure if my experience is typical, but if I shaved my legs I know what razor I'd use.

If I'm right, I wonder if they'll start to think beyond their original assumptions and exploit another market in line with what the product does, rather than what they intended it to do. Many companies have done that in the past, but many more have floundered because they were too invested in their original plan.