The Handcrafted Podcast: The Business of making things

In this episode of The Handcrafted Podcast , Paul breaks down what it truly means to deliver craft beyond just the final product. Using real examples from Philadelphia Table Company, he walks through their entire client experience—from initial inquiry to white glove delivery—and emphasizes how every touchpoint can and should reflect the same level of intentionality and excellence as the finished p...

In this “office hours”–style episode, Paul answers listener questions about the real challenges of running a small woodworking or maker business. He starts with a short pitch for the Handcrafted Network , explaining the difference between generic “advice” (like this podcast) and personalized “help” (like in the group). Then he dives into four listener questions: 1️⃣ Burnout and time management (Je...

In this episode, Paul shares the unfiltered origin story of Philadelphia Table Company—from building a first table for his apartment to running a nearly $2 million custom furniture business with a team of 10. He details the real timeline: early days working out of his dad’s garage, learning by trial and error on Etsy, juggling a music career and substitute teaching, and slowly expanding from a $40...

In this episode of The Handcrafted Podcast , Paul opens up about a real, unfiltered look at the cash flow challenges his custom furniture shop faced—and the major shift that helped turn things around. He talks about the classic trap of “money in, money out” cycles driven by deposit-based sales, and how it can mask serious inefficiencies as you grow your team. Paul shares the critical advice he got...

In this episode of The Handcrafted Podcast , Paul shares the foundational principles of luxury strategy that helped him grow Philadelphia Table Company into a high-end custom furniture brand. Fresh off a talk at the WoodPro Expo, he unpacks why sales actually hurt your business , how storytelling builds brand value , and why friction and long lead times can work for you—not against you. You’ll lea...

In this episode, Paul explores how the rise of artificial intelligence could change not just how we work—but who we are. Drawing from a conversation with Simon Sinek, he discusses the skills AI can’t replicate—empathy, patience, imperfection—and why those traits are at the core of artisan work. In a world rushing toward automation, handmade may be the final frontier of authenticity. Plus a questio...

If quoting your price makes your stomach twist or your voice drop, this episode is for you. We’re unpacking why so many makers struggle to talk about money—and how to shift that mindset. I’ll walk you through practical ways to confidently communicate your value, stop over-explaining, and price your work without hesitation. I’m also answering a question from Marco in Boulder, Colorado ,  and asks a...

In this episode of The Hand Crafted Podcast , I get honest about a recent challenge—selling a custom table design before we ever built a prototype. What followed was a whirlwind of production delays, frustrated clients, and some tough-but-necessary lessons in communication and leadership. I talk about what it’s like to "build the plane while flying it," how I navigated a tough conversati...

Most makers think branding means a cool logo and a few Instagram posts. But your brand is what people say about you when you're not in the room. In this episode, we’ll unpack what branding really means for your woodworking business, how to build trust and recognition, and simple ways to show up consistently—even if you hate marketing. Join the Network

Most makers are stuck in reactive mode—answering emails, rushing to meet deadlines, and putting out fires. But if you never create space for future-focused work like marketing, pricing, and growth, your business stays stuck. In this episode, I’ll walk you through how to structure your day for clarity, momentum, and long-term success—even if you're the only one in the shop. PLUS Paul answers a...

In this episode of The Hand Crafted Podcast , Paul breaks down how to identify your ideal client—or "avatar"—so you can stop guessing and start connecting. He walks you through a simple, no-fluff process to define who you really want to work with, why that matters for your marketing and sales, and how knowing your avatar can completely transform how you talk about your work. Whether you’...

In this episode of The Handcrafted Podcast , Paul dives into Jim Collins’ powerful Flywheel Effect from the book Good to Great —a concept that explains how sustained, consistent effort over time creates unstoppable momentum in business. Paul relates this idea to the world of custom furniture making and other maker-driven businesses, drawing from his own 10-year journey with Philadelphia Table Comp...

In this episode of The Handcrafted Podcast: The Business of Making Things , Paul breaks down the true meaning of strategy for makers and business owners. Using a sports analogy, he explains why obsessing over the "scoreboard" — like sales numbers or social media followers — won't lead to success. Instead, improving your game — your craft, systems, and mindset — is what drives result...

In this episode of The Handcrafted Podcast , Paul dives into one of the most overlooked yet essential parts of running a successful maker business: sales . He uses the metaphor of a train needing a push to leave the station—no matter how polished or beautiful it is, it won’t move without sales. Paul challenges makers to treat sales like a daily discipline, just like honing their craft. He shares p...

In this episode of The Handcrafted Podcast: The Business of Making Things , Paul dives deep into one of the hottest topics in the maker business world: advertising. If you’ve ever wondered whether it’s time to start running ads—or if ads are even the right move for your business—this episode is for you. Paul breaks down why most makers aren’t ready to run ads yet , and why that’s totally okay. He...

"In this episode, Paul  shares his journey of transforming Philadelphia Table Company into a luxury brand, revealing how raising prices attracted better clients who truly value handcrafted quality. He explores the counterintuitive strategies of luxury marketing, emphasizing the importance of telling your brand's story rather than selling a product." Join the Network