While I'm not a professional knifemaker, I have one bit of experience that might be helpful.
Many years ago my friend and I started our own company. We were hot shot software developers who had a unique idea for a software package that would revolutionize the way software was developed and make it MUCH more intuitive to use. This was in the time before Windows and mice were common. Anyway, we spent $25K buying a computer on which we developed the software. We created and packaged it... and then realized we had no idea how to market it. We naively thought, "build a better mousetrap and they will come." They didn't. We ended up selling the hardware at a huge loss, and never made a single sale to offset the expenses of sending out tons of demo kits.
The moral of the story is we who make products would find it much easier to make money on our products if we know how to market them (or pay someone who knows how to market them).
While watching your expenses and investments cloesly is, I'm sure, very important, I think it is equally important (if not MORE important) to make sure you develop the market for what you make. Your reputation alone may carry some weight, but there's nothing like demand generation to take a business to the next level.
For what it's worth, I know a *little* more about marketing these days... but I'm still mostly an engineer/manager. The difference is I have some very dearly bought experience informing me of the need for marketing to be really successful.
- Greg