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PODCAST

The Handcrafted Podcast: The Business of making things

The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you"re a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business

arts entrepreneurship

All Episodes

15:12

Weathering the Storm: The Stockdale Paradox for Makers

The Handcrafted Podcast: The Business of making things ·

2026/10/05

Join the network. After reflecting on the Texas Woodworking Festival and the supportive community within the Handcrafted Network, Paul shares a lesson for navigating difficult seasons in business and life. The Stockdale Paradox teaches us to confront the harsh reality of our circumstances while maintaining unwavering faith that we will ultimately prevail. Using the metaphor of captaining a ship through turbulent seas, Paul explains that we cannot control the storm—but we can prepare, ch...

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14:08

4 Hills I’ll Die On as a Maker & Business Owner

The Handcrafted Podcast: The Business of making things ·

2026/09/29

Summary In this episode of The Handcrafted Podcast, Paul shares four business beliefs that recently sparked conversation on social media—and explains why he stands behind each one. He also opens with a personal reflection on getting through difficult periods by focusing on one problem, one hour, and one day at a time rather than trying to solve everything at once. The four “hills” are: Capture your work properly. If you spend hundreds of hours creating a piece, don’t spend ten minutes d...

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19:25

RERUN: Going Beyond Expectations: The Power of...

The Handcrafted Podcast: The Business of making things ·

2026/09/21

Unfortunately, one of my dogs was hit and killed by a car unexpectedly. As you can imagine it's hard to muster the strength and poise needed to record a new podcast episode. Here is one of my favs that seems to have been overlooked. In this RERUN episode, Paul explores how makers and creative business owners can transform their client experience by going above and beyond what’s expected — a concept inspired by Will Guidara’s book Unreasonable Hospitality. Drawing lessons from world-clas...

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12:20

Who Are You Really Doing It For?

The Handcrafted Podcast: The Business of making things ·

2026/09/14

Join the network. Summary: As makers, we often assume customers value the same things we do. But the details we obsess over—perfect grain matching, a single-maker process, sustainability, or endless customization—may not be the reasons customers choose us. In this episode, Paul explores the importance of understanding who your work is actually for and what those customers truly value. He challenges makers to separate customer needs from personal preferences and ego—and to question whe...

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11:11

The Difference Between Craftsmanship and Perfectionism

The Handcrafted Podcast: The Business of making things ·

2026/09/07

The Handcrafted Network Summary: Perfectionism can feel like craftsmanship, but often it’s just procrastination in disguise. In this episode, Paul talks about finding the line between maintaining a high standard and wasting time on details your customer doesn’t notice or value. He explores wabi-sabi, the beauty of imperfection, and why handmade work doesn’t need to look machine-made to be excellent. The goal isn’t to lower your standards—it’s to define your standard, know where perfection act...

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14:20

B2B vs. D2C: The Two Ways to Grow Your Business

The Handcrafted Podcast: The Business of making things ·

2026/08/31

Join the network Most makers think about selling directly to customers, but there’s another powerful path: selling to other businesses. In this episode, Paul breaks down the strengths and weaknesses of direct-to-consumer (D2C) and business-to-business (B2B) sales—and why the strongest businesses often use both. Key Takeaways: D2C is easier to start, harder to scale. You can begin through markets, Etsy, Facebook Marketplace, your website, and word of mouth—but eventually growth require...

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8:29

Are You Solving the Right Problem?

The Handcrafted Podcast: The Business of making things ·

2026/08/24

Explore the Network. Summary Business owners often jump straight into fixing whatever problem seems most obvious—but that may not be the problem actually holding the business back. In this episode, Paul shares how he thought Philadelphia Table Company needed a salesperson, only to realize that sales weren’t the bottleneck at all. The real issue was production capacity and an increasingly long queue. Before hiring, changing your product, chasing more leads, or making a major pivot, trace the...

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19:56

Office Hours: The Problems That Show Up When Your...

The Handcrafted Podcast: The Business of making things ·

2026/08/17

Join the Network Summary: In this Office Hours episode, Paul answers five real-world questions about the growing pains makers face as their businesses expand. He covers why being busy doesn’t necessarily mean being profitable, when it makes sense to start turning down work, how to build a quality-control culture with employees, whether to raise prices when leads are slow, and how to stop yourself from becoming the bottleneck in your own company. Topics Covered: Busy but not profitable: ...

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16:50

5 Ways to Get Better at Sales

The Handcrafted Podcast: The Business of making things ·

2026/08/10

Learn about the Network Paul shares five practical sales habits that help makers turn more inquiries into paying clients—without relying on pushy scripts or gimmicky closing techniques. Reply quickly, even if it is only to acknowledge the inquiry and set expectations.Track every lead and record project details, timing, preferences, and past conversations.Tell the story behind the product instead of responding with only a price.Treat sales like improvisation by adapting to how each customer ...

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13:44

How to Be Better Than Everyone Else

The Handcrafted Podcast: The Business of making things ·

2026/08/03

Learn about the Network (Free Trial) This episode challenges the assumption that the way to beat your competition is simply by making a better product. While great craftsmanship is the price of admission, the businesses that truly stand out focus on improving everything surrounding the product—the customer experience, communication, delivery, and the countless small details competitors overlook. Drawing on examples from Unreasonable Hospitality, Uber, and Philadelphia Table Company's own de...

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15:43

Craft Every Step of the Way

The Handcrafted Podcast: The Business of making things ·

2026/07/27

Join the Network. Summary: Your craftsmanship shouldn’t start and end with the product. Every touchpoint—from your website and social media to sales conversations, design presentations, samples, communication, and delivery—should reflect the same level of care as the thing you’re making. If you want to charge a premium for a 10/10 product, the entire experience needs to feel 10/10. Customers judge your quality long before they ever see the finished piece, and that perceived quality buil...

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17:48

Talk Story: Why Storytelling Makes Your Business More...

The Handcrafted Podcast: The Business of making things ·

2026/07/20

Free Trial Summary: Storytelling is one of the most powerful tools you can use in business. Whether you're selling a product, explaining a design decision, marketing your work, or motivating your team, people connect with and remember stories far more than facts. Instead of simply telling customers what something costs or what you do, build a narrative around why it exists and how it was created. A strong story builds trust, increases perceived value, and gives customers something memor...

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19:23

The Invisible Ceiling: Pricing, Systems, Creativity &...

The Handcrafted Podcast: The Business of making things ·

2026/07/13

Free Trial In this Office Hours episode, Paul answers four listener questions about pricing, hiring, social media, and taking on projects outside your niche. He explains why raising prices never feels comfortable, how to know when you've built a real business instead of just another job, why you shouldn't create for Instagram instead of yourself, and how to decide when an opportunity is worth pursuing. The episode is a reminder that growth often comes from embracing discomfort and making in...

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13:34

Don't Niche Too Soon: Let Your Customers Build Your...

The Handcrafted Podcast: The Business of making things ·

2026/07/06

Free Trial In this episode, Paul challenges one of the most common pieces of business advice: "Find your niche." While niching down is important eventually, he argues that many makers do it far too early—before they've collected enough real-world data about what customers actually want. Drawing from his own experience building Philadelphia Table Company, Paul explains how saying "yes" to a wide variety of projects in the early years allowed the business to discover its true specialty naturall...

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14:01

Own Your Audience: Why Makers Need an Email List

The Handcrafted Podcast: The Business of making things ·

2026/06/29

Summer Special ! Start your free trial. Summary: This episode argues that makers should stop relying only on social media or handing out business cards, and instead start collecting emails so they can “own” their audience. The main idea is to use email marketing in a luxury, story-driven way—less “buy now,” more behind-the-build narratives, project highlights, inspiration, and client/project stories. Key points: Social media audiences belong to the platform, not you.Ask for emails...

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13:06

The $500 Decision That Changes Everything

The Handcrafted Podcast: The Business of making things ·

2026/06/22

Start your free trial! In this episode, Paul shares a recent change to Philadelphia Table Company's sales process that has dramatically improved closing rates: replacing an immediate 60% deposit with a $500 design deposit. What started as advice from another furniture maker has quickly become one of the most impactful changes to the customer journey, reducing friction, accelerating decisions, and creating a healthier sales pipeline. The episode also opens with a discussion about the emo...

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16:31

The Sales Muscle: How to Generate Revenue When Cash...

The Handcrafted Podcast: The Business of making things ·

2026/06/15

Start your Free Trial. Summary: Paul shares a candid update on Philadelphia Table Company's recent cash flow challenges and the practical steps he took to stabilize the business. From accelerating collections and leaning on vendor relationships to aggressively pursuing sales opportunities, he breaks down the mindset and tactics that helped pull the company out of a difficult period. The core lesson: growth often requires doing the uncomfortable things you've been avoiding. Key T...

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18:36

The Cash Flow Crunch: Navigating Growth, Uncertainty,...

The Handcrafted Podcast: The Business of making things ·

2026/06/08

Join the Network Summary In this candid episode, Paul pulls back the curtain on a real-time cash flow crisis at Philadelphia Table Company. Rather than presenting a polished success story, he shares the anxiety, decision-making, and lessons that come with running and growing a custom furniture business during a slow sales period. Paul discusses how a significant drop in May sales, combined with delayed commercial project payments, created unexpected financial pressure. He explains the emoti...

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17:21

The 5 Traits of a Great Business (And How Makers Can...

The Handcrafted Podcast: The Business of making things ·

2026/06/01

Alex Hormozi Podcast. Join The Network. Summary: In this episode, Paul breaks down a business framework popularized by Alex Hormozi and translates it specifically for makers, woodworkers, and custom furniture businesses. He explores the five characteristics that make businesses stronger, more scalable, and more profitable—and challenges listeners to evaluate their own businesses through that lens. While some of these traits come naturally to handcrafted businesses, others—particul...

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14:10

Your Style Is the Moat: How Makers Build Work That...

The Handcrafted Podcast: The Business of making things ·

2026/05/25

Join Us Summary: In this episode, Paul reflects on attending the ICFF design show in New York and uses the experience as a jumping-off point to explore one of the hardest questions for makers: What is your personal style, and why does it matter? He discusses the tension between inspiration and imitation, custom work versus collections, and how developing a recognizable creative identity can become a competitive advantage. Drawing from his background in music, Paul compares furniture design to...

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80 results

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