The Long View

In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk through what each of them is currently focused on — the work on the bench, the decisions behind it, and how priorities shift depending on where you are in the process. Rather than a single topic, this conversation reflects where things stand right now: what’s getting attention, what’s being pushed aside, and how each...

In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk through what each of them is currently working on — the projects, decisions, and day-to-day realities that are shaping their work right now. There’s no single topic this week. Just a conversation about where things stand, what’s taking priority, and how that looks across different stages of experience. Quick note: thi...

How do you make time to work on your business when there’s already more than enough work to do in it? In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk about the constant pull toward what’s immediate — the work that needs to get done and pays right away — and how that can make it difficult to focus on longer-term thinking. In this first part of the conversation, they...

Most of the work that keeps a business running is immediate — it needs to get done, and it pays right away. The work that moves things forward is different. It’s slower, less defined, and the payoff isn’t always clear. In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk about the tension between working in the business and working on it. They discuss how easy it is to...

Pricing your work should be straightforward — but for many people in craft and trade work, it’s one of the most difficult parts of the job. In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk about why pricing isn’t just about numbers. Experience, confidence, expectations, and emotion all play a role in how people value their work. In this first part of the conversatio...

In this episode of The Long View , Jeff Krug and Jon Peters reflect on their recent trip to KBIS and IBS in Orlando. Rather than focusing on products or trends, they talk about what trade shows reveal about the state of the industry — how priorities shift, what conversations keep coming up, and how experience changes what you pay attention to when you walk the floor. Walter wasn’t able to join thi...

What’s the difference between staying busy and building something that lasts? In this episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters talk about the pride — and pressure — that often comes with staying busy in craft and trade work. Full schedules and long hours can feel like success, but they don’t always lead to something sustainable. In this first part of the conversation, th...

Staying busy can feel like progress — but it doesn’t always build something you can live with long term. In this full episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters go deeper into what sustainability actually looks like in craft and small business. They talk honestly about burnout, identity, financial pressure, and the emotional side of building work that has to support both a...

Making something for yourself should be the easiest kind of work — but often it’s the hardest. In this full episode of The Long View , Jeff Krug, Jon Peters, and Walter Peters dig into why personal projects stall out. They talk honestly about perfectionism, identity, and the pressure that comes with wanting personal work to represent your best thinking and ability. The conversation explores how ex...

Why do some craftspeople last decades, while others burn out or disappear? In this first episode of The Long View , we talk about why perspective matters — in craft, in work, and in building a life around making things. Across three generations, we discuss expectations, pressure, and what people often get wrong about “making it.” We reflect on how the work has changed, what hasn’t, and why taking...

The Long View is a podcast about craft, work, and making a living with your hands — told across generations. Hosted by Jeff Krug, Jon Peters, and Walter Peters, these conversations happen after the dust settles — when there’s time to talk honestly about the work, the business, the mistakes, and the lessons that only come with time. This isn’t about shortcuts or trends. It’s about perspective — and...