Ryan Norbauer designs and builds what might be the most exquisite keyboards on the planet. He is a self-described nerd but in the best possible way in terms of his passion for aesthetics, function and attention to detail.Would it surprise you to know that there's a large global keyboard community, where other fanatical folks gather to press the flesh and the keys of their favorite creators? How does Norbauer view this spirited subculture? Ryan writes:"Through the sense of touch, keyboards connect us, transmitting our thoughts instantly across continents and enabling some of the greatest acts of human creation. They hail from the dawn of personal computing in the second half of the 20th century, a time of dizzying optimism—when it was still possible to imagine that a global digital network linking all of humanity would inevitably lead to a better tomorrow."This is a fascinating case study into building a bespoke luxury brand that's not designed for the masses. More from Ryan:"Each Norbauer is meticulously inspected, tuned, and assembled by hand at our keyboard laboratory in the birthplace of the personal computer: Silicon Valley, California. We spare no expense and take no shortcuts, because I believe the technical achievements of our craft must be worthy of this venerable device and all that its noble history represents."Special Thanks to our Sponsor WeWork!With WeWork On Demand, you can book co-working space by the day and meeting rooms by the hour at locations around the world. As a part of the Behind the Brand community, you can get a great deal off your next co-working space booking. Head to https://we.co/behindthebrand and check it out.Special Thanks to our Sponsor WHOOP!Use my special link and get a great deal on a new WHOOP 4.0.WEAR IT ANY-WEARComfortable enough to wear non-stop thanks to new, durable SuperKnit bands, but flexibly designed to be worn off your wrist in new WHOOP Body apparel.WAKE UP AT THE OPTIMAL TIMESet a haptic alarm that gently vibrates to wake you at the optimal time based on your sleep needs and cycles.MONITOR YOUR HEALTHA robust sensor suite allows you to monitor your key vital signs: Blood oxygen levels, skin temperature readings, and heart rate metrics.GET MORE ACCURATE DATA5 LEDs and 4 photodiodes capture your data more often than most wearables, providing best-in-class accuracy validated in lab studies and with third-party testing.TRACK METRICS 24/7Wirelessly charge your WHOOP with a waterproof* battery pack and capture data continuously—even while in the shower or washing dishes.Support the Show.