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Yes, edgy is where it's at.

Back to Godin:

The idea is pretty simple-find a small group that cares, give them something remarkable and make it easy to tell their friends (the folks who don't care as much).

Kraus has enlisted an "inner sanctum" of friends off of whom he bounces design ideas before ordering a single T-shirt made.

He is constantly on the lookout for new partners willing to carry his products. His goals are modest.

"It would be nice to develop it into a sideline that I could do while doing another job," he says.

Blackney's networking represents a passionate group interested in her product and brand.

"Having spent more than a dozen years interacting with political industry icons, elected officials, party strategists, and mainstream members of the press corps, I have made a concerted effort to sustain those relationships," she says, later adding:

"I enlisted some excellent advisers, surveyed the market carefully, and then began to build my team - it's a leap of faith that is proving to be successful. When someone searches for me - they find me - and being accessible is key to achieving my goals."

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