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 strategy.
Are You Solving the Right Problem?
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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 problem back to its actual source. More leads won’t help...
Office Hours: The Problems That Show Up When Your Business Starts Growing
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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: Use cost analysis to determine whether the problem is...5 Ways to Get Better at Sales
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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 prefers to communicate.Follow up consistently, us...How to Be Better Than Everyone Else
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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 delivery challenges, Paul argues that lasting competitive advantages often come from solving problems outside the core product itself.
Key Takeaways
A gre...Craft Every Step of the Way
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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 builds the trust that ultimately wins the job.
Key Takeaways
Your we...Talk Story: Why Storytelling Makes Your Business More Valuable
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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 memorable they can share with others.
Key Points:
Tell the wh...The Invisible Ceiling: Pricing, Systems, Creativity & Knowing What to Say No To
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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 intentional long-term decisions.
Key Takeaways
Raise your prices if you're c...Don't Niche Too Soon: Let Your Customers Build Your Business
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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 naturally. Rather than forcing a niche based on assumptions, successful businesses often evolve toward the products and se...
Own Your Audience: Why Makers Need an Email List
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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 at markets, galleries, shows, and client interactions.Send narrative-based emails, not discount-style marketing.Use project stor...The $500 Decision That Changes Everything
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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 emotional challenges of running a craft business, why community matters, and how the Handcrafted Network was created to provide makers with t...
The Sales Muscle: How to Generate Revenue When Cash Flow Gets Tight
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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 Takeaways:
Cash flow problems require immediate action.Pre-invoiced projects nearing completion.Utilized a...The Cash Flow Crunch: Navigating Growth, Uncertainty, and Survival Mode
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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 emotional challenges of operating in survival mode while trying to maintain confidence in the sales process...
The 5 Traits of a Great Business (And How Makers Can Apply Them)
Alex Hormozi Podcast.
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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—particularly repeat business and operational simplicity—can be difficult for makers who rely on custom projects. Paul shares how Philadelphia Table Company is tackling...
Your Style Is the Moat: How Makers Build Work That Can’t Be Compared
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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 songwriting and cover bands—arguing that the goal isn’t to invent from noth...
What Interior Designers Actually Value: Survey Insights That Could Change Your Marketing Strategy
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Paul breaks down findings from an interior designer industry survey and translates them into practical takeaways for furniture makers, woodworkers, and custom vendors. The episode focuses on where clients are willing to spend, what luxury buyers prioritize, and how makers can better position their businesses to work with interior designers and repeat clients.
The biggest takeaway: many makers may be spending too much time marketing things clients don’t actually value—and not enough time emphasizing what drives buying decisions like quality, lead times, and service.
Key Ta...
Why Clients Don’t Choose You: The “Why Not?” Exercise That Can Transform Your Business
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Summary:
In this episode, Paul dives into a powerful mindset shift that came from intentionally slowing down and creating space to think. While reflecting during quiet moments with his newborn son, he began exploring a question most business owners never ask deeply enough: not just “Why do customers choose us?” but “Why don’t they?”
Using Philadelphia Table Company as a real-world example, Paul breaks down how identifying “why nots” can reveal the biggest growth opportunities in your business—from pricing perception and brand positioning to timelines, customer experience, and p...
AI for Makers: The Right Tool for the Right Job
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Summary:
Paul breaks down how he’s actually using AI tools inside his business—not hypothetically, but in real, practical ways that save time, improve communication, and support growth. The core takeaway: there’s no single “all-in-one” AI. Each tool has strengths, and understanding how to use them strategically is what creates leverage.
He also reinforces a broader mindset shift—don’t wait for perfect. Whether it’s launching a podcast or adopting new tools, momentum beats perfection every time.
Key Takeaways:
Progress over perfection:<...Office Hours: Pricing Fear, Better Clients, and Breaking Out of the Shop
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Summary:
In this Office Hours episode, Paul answers real questions from listeners navigating the transition from maker to business owner. The conversation covers skepticism about the Handcrafted Network, the mental hurdles of raising prices, the struggle to step out of production, and how to attract higher-quality clients.
Throughout the episode, Paul emphasizes that the hardest part of building a craft business isn’t the craft—it’s the business side. He shares candid insights from his own current challenges, reinforcing that he’s still “in the trench...
Pricing Is a Story: Why Value Beats Cost Every Time
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Seth's Blog on Pricing.
Summary:
In this episode, Paul reflects on a powerful blog post by Seth Godin about pricing—and why most makers get it wrong. Instead of treating pricing as a simple equation based on cost, Paul unpacks the idea that pricing is deeply tied to perception, storytelling, and the value customers believe they’re receiving.
Drawing from his own experiences at Philadelphia Table Company, Paul explores how underpricing often stems from a weak narrative—not a weak produc...
The Pricing Blind Spot: Reading the Client’s Hand
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Summary:
Paul reflects on a missed opportunity that reshaped how he thinks about pricing, client perception, and value in the custom furniture world. After quoting a large table and referring the client elsewhere, he discovers the project sold for double his price—forcing him to confront how his own assumptions limited the outcome.
The episode explores the idea that pricing is less about cost and more about positioning, perception, and confidence. Paul begins rethinking how to attract high-end clients, better qualify leads, and “read the client’s hand” earlier—treating s...
5 Moves That Actually Move the Needle This Week
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Summary:
In this episode, Paul shifts away from theory and focuses on immediate, practical actions makers can take to generate momentum in their business. Instead of overthinking strategy, he emphasizes simple, proven moves that directly impact revenue, positioning, and opportunity—many of which are already sitting right in front of you.
The core message: you don’t need a full overhaul to grow—you need decisive action. By executing just one or two of these tactics consistently, makers can create meaningful progress in a matter of weeks, not months...
Why Struggle Is the Shortcut to Success
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Summary:
In this episode, Paul reflects on a key insight from Adam Grant’s book Hidden Potential: real learning doesn’t come from comfort—it comes from struggle. He connects this idea directly to building a business, emphasizing that failure, discomfort, and setbacks aren’t signs you’re doing something wrong—they’re the exact process required for growth.
Drawing from personal experiences, conversations with his dad, and lessons inside his own company, Paul reframes failure as a necessary investment. Whether it’s losing money on a project, pushing a team b...
Luxury Strategy for Makers: Charge More, Sell Less, Build a Brand People Want
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Summary:
In this episode, Paul reflects on a family trip that did not go as planned, using it as a reminder to keep things real rather than polished for appearances. From there, he shifts into a deeper conversation on luxury strategy and how makers can position their businesses to attract better clients, command higher prices, and create stronger brands.
Paul breaks down the idea that luxury is not about flash or excess, but about story, scarcity, intention, trust, and the feeling a brand creates. He explains h...
Why Taking a Break Makes You Better at Business
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Summary:
In this short, journal-style episode, Paul reflects on something many makers and business owners struggle with: giving themselves permission to step away. As he prepares to leave for a family vacation, he shares why rest is not the opposite of hard work, but an important part of sustaining it.
Paul pushes back on hustle culture and the idea that nonstop work should be celebrated. Instead, he makes the case that breaks, reflection, and intentional time away are often what allow business owners to return with more clarity, better...
Office Hours: Instagram Strategy, Portfolio Projects, Hiring Makers, and Shop Efficiency
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Summary:
In this Office Hours episode of The Handcrafted Podcast, Paul answers four listener questions from makers navigating the realities of running a craft business. The conversation covers practical topics ranging from using Instagram strategically to deciding whether “cool” projects are worth doing, maintaining quality as you hire, and improving efficiency in a custom shop.
Drawing from his experience building Philadelphia Table Company, Paul shares lessons on engagement-driven marketing, protecting profitability, creating systems for quality control, and balancing custom work with scalable collection pieces. The episode offers honest insight into...
Why I’m Still Doing This: The Real Upside of Being a Small Business Owner
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Summary:
In this reflective, journal-style episode, Paul opens up about a tough February—slow deals, internal challenges, and the emotional weight that comes with being the one ultimately responsible for everything. After a candid conversation with his wife about whether the stress is worth it, he sits down and writes out five reasons why he continues to choose the path of entrepreneurship.
This episode is an honest look at the downsides of running a business—financial pressure, client management, stress, and the 24/7 responsibility—balanced against the powerful upsides that make it...
The Mental Shift That Unlocks Growth
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In this episode, Paul challenges makers who feel stuck at $100K–$150K in revenue to confront the real barrier to growth: identity. Most craftsmen start their businesses because they love making things—not because they love running a business. But if you want to make a true living doing this work, a mindset shift is required.
Drawing from his own experience building Philadelphia Table Company while navigating his wife’s cancer diagnosis and growing family responsibilities, Paul explains how stepping fully into the role of business owner—not just craftsperson—was the tu...
Business Is a Game of Whac-A-Mole
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Summary:
In this episode, Paul pulls back the curtain on why he created the Handcrafted Network and the Handcrafted Podcast in the first place. While there’s endless content about how to build furniture, there’s very little practical guidance on how to run a maker business. Paul shares how his own journey—learning through mentors, books, podcasts, and real-world experience—led him to build a community dedicated to the business side of craftsmanship.
The second half of the episode shifts into a candid reflection on a tough couple of weeks...
Don’t Be Seen as a Commodity: you don’t win by being cheaper
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Summary
In this episode, Paul shares a candid story from a recent mentor meeting that reframed how he thinks about clients, pricing, and positioning. After navigating a stressful corporate project that spiraled into missed expectations and rushed timelines, a simple insight emerged: when clients see you as a commodity, they treat you like one.
Through real-world examples from both his own business and a mentor’s decades-long career, Paul breaks down why great makers must clearly sell what actually makes them different—not just the product, but the e...
Four Costly Mistakes That Hold Maker Businesses Back
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Summary:
As February kicks off, Paul reflects on balancing life as a new dad and a business owner before diving into four of the most common (and costly) mistakes he sees maker business owners make—including mistakes he’s made himself. This episode is a practical, honest look at why so many talented makers struggle to grow sustainably, even when their craftsmanship is top-tier.
From trying to serve everyone, to focusing only on the product, to refusing help and struggling to trust others, Paul breaks down how t...
Office Hours: Income Goals, Timelines, Hiring, and Pricing for Makers
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Summary:
In this Office Hours episode, Paul answers a wide range of listener questions pulled directly from the Handcrafted Network community. The conversation centers on realistic income expectations, especially the path to paying yourself $150K as a maker, and how different business models—custom furniture versus cabinetry or millwork—affect cash flow, scalability, and long-term value.
Paul also digs into the realities of running a custom shop: setting delivery expectations without locking yourself into impossible timelines, navigating hiring and workers’ comp, and fixing one of the most co...
Why Your Sales Process Isn’t Working (And How to Fix It)
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In this episode, Paul breaks down why so many makers struggle to close deals—not because of their craftsmanship, but because of a weak or nonexistent sales process. Drawing directly from how he runs sales at Philadelphia Table Company, Paul walks through what actually works when it comes to qualifying leads, building trust, and closing high-ticket custom projects.
Rather than treating sales as something “slimy” or transactional, Paul reframes it as a human, relationship-driven process. He explains why the founder must own sales early on, how responsiveness and commun...
The 8 Website Essentials Every Maker Needs to Generate Better Leads
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In this episode, Paul breaks down the most common mistakes he sees makers make with their websites—and shares eight practical elements every effective site must include. Drawing from his experience building Philadelphia Table Company and reviewing countless member sites inside the Handcrafted Network, Paul explains how a website should do more than “look good”—it should actively qualify leads, tell your story, and drive real inquiries.
This is a tactical, no-fluff episode for makers who want their website to work harder for their business. From hero images and conta...
Goals, Not Resolutions: How to Reverse-Engineer Your Revenue in 2026
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In this New Year episode, Paul kicks off 2026 by challenging the “new year, new me” mindset and reframing how makers should think about growth. Instead of vague resolutions, he makes the case for practical, achievable goal-setting—especially when it comes to revenue. Drawing from how he plans each year inside his own business, Paul walks listeners through a simple, repeatable framework for turning big annual goals into clear weekly targets.
The episode centers on reverse-engineering revenue: breaking a yearly number into monthly and weekly goals, then translating those numbers...
Consistency, Commitment, and Showing Up (Even When It’s Hard)
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Summary:
In this short, personal holiday episode, Paul checks in with listeners to talk about the importance of consistency—showing up even when life is full, tiring, or uncertain. Recorded just days after the birth of his first son, the episode reflects on commitment, accountability, and why doing the hard things is often what leads to the most meaningful outcomes.
Paul also looks ahead to the new year, encouraging listeners who want real growth in 2026 to do something different: plan intentionally, surround themselves with the right peop...
Reflect Before You Reset: A Better Way to Think About Goals
Summary:
In this end-of-year episode, Paul reflects on the past year—both personally and professionally—as he heads into the holidays and a new chapter of life. Rather than pushing traditional New Year’s goal-setting, he shares a more grounded, sustainable approach built on reflection, honesty, and problem-solving.
Drawing from real examples inside Philadelphia Table Company, Paul explains how looking back at what worked, what didn’t, and where friction still exists creates clearer momentum than chasing arbitrary targets. The episode is a reminder that growth doesn’t come from pressure or “shoulds,” but from understan...
Office Hours: Pricing Confidence, Systems That Save You, Lead Generation, and Hiring Your First Employee
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In this Office Hours episode, Paul answers real questions from listeners inside the Handcrafted Network community. He covers four of the most common challenges makers face: when to raise your prices, how to build your first real system, what to do when leads slow down, and how to confidently hire your first employee. Paul breaks each question down with practical, real-world advice drawn from growing Philadelphia Table Company from a one-person shop to a 7-figure manufacturing company.
The episode also features a fun moment where P...
The Five Game-Changers That Took My Business to the Next Level
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In this episode, Paul reflects on the five foundational decisions that fundamentally changed the trajectory of Philadelphia Table Company—and later, the Handcrafted Network. Looking back at more than a decade of growth, he breaks down the mindset shifts, operational upgrades, and financial disciplines that allowed him to move beyond survival mode and build a real, sustainable business.
As makers gear up for a new year, Paul challenges listeners to stop repeating the same patterns and start taking ownership of the habits that lead to...
Should You Open a Showroom? Why It Might Be the Best Move You Ever Make
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In this Black Friday episode, Paul shares reflections from Thanksgiving and uses a recent Handcrafted Network discussion to tackle two big topics: why he refuses to run holiday sales and whether makers should consider opening a showroom or design studio. Drawing from his own journey—starting with bringing clients through his house, then the workshop, and eventually building a dedicated design studio in Old City—Paul breaks down the real impact an in-person space can have on trust, sales, and brand perception.
Why My Maker Business Doesn’t Have an Online Store
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In this episode, Paul breaks down why Philadelphia Table Company—and most custom woodworking businesses—should not operate like an e-commerce brand. After years of experimenting with online “click-to-buy” checkout, he realized that almost no one purchases custom or high-end handmade furniture without a conversation, a connection, or a tailored experience.
Paul explains how shifting away from e-commerce and toward an inquiry-based, experience-driven model built him a stronger moat, attracted the right clients, and positioned his business far outside the world of mass-produced retail. Instead of competing with Crate & Barrel or Restoration Hardware...
