“It's easy to convince EDC people to buy EDC things. But how do you convince non-EDC folks to buy your product?”
Am I the only one who doesn’t know what EDC is?
Every Day Carry. Nerds on reddit pump each other up to carry a bunch of nominally practical stuff around every day like pocket knives and glass breaking tools and seat belt cutters and such.
I didn't know either, Google of just "EDC" figured it out though:
EDC is when you carry 3 different sized pocket knives, a flashlight, a watch, a weird high tech pen, a card holder, a gun – and everything is color matched and presented nicely in a photograph you post on reddit.