The Start-up Partner Named Keith Who Doesn't Exist. @GeneMarks @Batchelorshow @SmallBusinessAmerica @WashingtonPost

Sep 17, 2017, 12:00 AM

Small Business America with Gene and John (two guys from Philly).


(Photo: English: Samuel Luke Fildes - The Empty Chair, engraving of a water color (The Graphic, 1870) Date 1870

Twitter: @SmallBusinessAmerica

The Start-up Partner Named Keith Who Doesn't Exist. @GeneMarks @Batchelorshow @SmallBusinessAmerica @WashingtonPost

"Keith is the co-founder of Los Angeles-based start-up Witchsy — a cool and quirky online store for illustrations, pins and patches made by artisans and craft makers. Keith’s kind of a dude’s dude. You know what I mean — the guy who played football in college and is now devoted to his wife of five years and can’t wait to be a dad. A real good guy.

Except Keith doesn’t exist. He’s just a guy made up by the two real and female co-founders of Witchsy, Penelope Gazin and Kate Dwyer. Why would these two women create a fake guy to be their “co-founder?” To get people to respond to their calls and emails — and to get some respect.

“It was very clear no one took us seriously and everybody thought we were just idiots,” Gazin told Quartz. But when “Keith” contacted collaborators, Gazin says, “they’d be like ‘Okay, bro, yeah, let’s brainstorm!’ ”…"