What would it take to turn your craft into a real business?

In this unique episode, Luke coaches Kevin, the founder of Summit Effects, live on how to transform his woodworking passion into a scalable product brand. Kevin's been running his custom woodshop since 2001, with deep craftsmanship and a strong social media presence—but it hasn't translated into growth.

Luke guides Kevin through a strategic pivot: building a product line that's shippable, high-margin, and tells a story. Together, they explore new hero products (like custom sushi boards and accessories), walk through positioning tactics, and unpack an influencer strategy to gain early traction.

If you're a creative founder wondering how to monetize your art—this is the blueprint.

What You'll Learn

• How to niche down without losing your creativity

• How to find repeatable, shippable, high-margin products

• Why positioning > broad branding for artists

• Influencer seeding strategy for handcrafted goods

• How to structure a creative business for scale