Cool Titanium “Case Study”

It’s a funny thing…

With all the prototyping I do – I’ve become really familiar with the process of taking a blank sheet of titanium and transforming it into a complete, finished (and high-end) product.

Now, I don’t know if you’ve wondered about this, but what I want to know is…

Where Does The Value Come From?

You take raw titanium …do some “stuff” to it …and then you’ve got a highly desirable product.

It’s kind of absurd when you think about it – but maybe if we break it down it might make a little more sense.

So let’s break-down the creation of the HookUp™ Clips:

It starts with the Titanium sheet being imported from the USA.

I then check it over and ship it 600 miles away to be water-jet cut.

I get the raw, water-jet cut pieces back:


A Couple Of Thousand Clips Ready To Be Sent To My CNC Machinist...

A Couple Of Thousand Clips Ready To Be Sent To My CNC Machinist…


These are then shipped across to my CNC machinist.

He machines the various edges of the pieces the water-jet cutting leaves  a little “rough”.

Now, at the same time this is happening, I ship a thinner sheet of titanium across to the laser-cutting company.

They then laser-cut the “spring” component of the HookUp™ Clips.

I am then shipped back both the spring component and the main body of the clips.


The rest is now up to me

I run both part types through a couple of tumbling processes. (…will leave out the details as some of it is things I’ve figured out that give me with an advantage 🙂 )

The parts are then cleaned and dried.

I then inspect the pieces as I install the spring component into the body.

The functioning of the clip is then tested.

And we’re done!

A super-compact, ultra-light, one-of-a-kind key-chain clip:


A Fully-Finished HookUp Clip (...Demonstrated By Mr Lego)

A Fully-Finished HookUp Clip (…Demonstrated By Mr Lego)


Ah, I get it now!

The “value” comes from the process of doing all these things.

Each little step (I missed out a lot of them so as to keep it simple) adds a little bit of value. There is not really a sudden addition of value – it’s the process as a whole.


Oh, wait, I missed something… (two things actually)

The first:

I invested a boat-load of time in the prototyping stage. It took many months of time, energy and cash to get the HookUp™ Clips to the state of being a finish products.

And, because of this, there is then “intellectual property” value.


The second:

Because of how I run Cogent Industries – you get a LIFETIME GUARANTEE that these will work for you (yes, even if you simply don’t like them, I will give you your money back).

So there is yet more value in the fact you can order HookUp™ Clips and try them without risking a single dollar.


Hmmm, when it’s written down like that, then you can see where the value comes from.

Quite an interesting little case study – even if I do say so myself. 🙂

  • Don Lehew says:

    Magnus, I have a question for you again, I have asked twice previously, I would like an additional figure 8 for my rabbit, would you please answer on how to get it. Also the ring on the figure 8 is not good quality. It sprung apart when I put my Toyota key on it and will not close up. I love my rabbit and have had a lot of compliments on it.

    Don Lee

    • Man, I’m not sure what’s happened there – my apologies that you have not received anything yet.

      I have just sent you an email Don.

      • Jeremy Anderson says:

        As it happens, one of my titanium rings also split apart a bit when I put a thicker (plastic molded handle and eyelet) car key on it. The titanium ring seems to have great rigidity, but not very good elasticity when stretched past a certain point (we’re talking maybe 1/4″).

  • Wesley says:

    Saving up to get a set of hookups and a hangmen! Very excited. To think it started not to long ago with the viper fish (I helped back that one) to a line of so many different items. Keep up the good work Magnus.

  • Adam Jensen says:

    This is really cool! I originally thought you and your machinist did everything! But i rememberd water jet machines are a little expensive (near a million in USD I’m guessing?), so your process makes sense haha.

    I work as a designer for an airplane company and the number one material I work with is titanium. It is extremely durable, light, and can take a lot of abuse.

    What cad program do you use Magnus?

    • Adam Jensen says:

      Oh and do you own a 3d printer??

    • The water-jet machines vary from cheaper Chinese machines up to million-dollar+ yes.

      There is also the running cost of the machine. They use a fine sand/grit that gets blasted through with the water (this is what cuts the metal I believe). So there is an ongoing expense with that.

      Water-jet and laser cutters are the kind of machines where they need to be kept running all the time – otherwise they lose money for the owner.

      Oh, and yes, I have a 3D printer…

      I don’t use it so much anymore as I have a better “feel” for the capabilities of titanium …and so can generally get an idea right within the first few prototypes.

      Still, would like to get another 3D printer (a more modern, accurate).

    • Actually, if you look at the first few posts on this blog from last year …I think there are still some videos of the 3D printer in action.

      Oh, almost forgot… I use LibreCAD. No particular reason other than it’s nice, clean and simple to use (I do 2D only).

  • William says:

    Thanks Magnus very interesting.

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