Knock knock jokes are clever call and responses, a reflective funny wordplay that requires group participation. They can be recess zingers or raunchy water cooler laughs. The comic device has a universal appeal ingrained in the form: they are jokes that require a personal connection in order to be successful.
Jen Bilik has done that. She didn’t do this by telling jokes but by relating to people, sharing her own awkward and sometimes silly experiences to illustrate that they are normal. Our own oddities are not unique to us: we all share a similar level of dorkiness. Bilik did this through products to express her own inadequacies. She used them to cope with herself–and ended up making a multi-million dollar lifestyle brand based in Venice: Knock Knock.