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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 real growth. This episode serves as both a blueprint and a push—a clear look at what actually moves a woodworking business forward.

• Hiring is the ultimate unlock.
  Bringing people into the business—even part-time—freed Paul from the day-to-day grind and helped him scale. Every major leap in the company’s growth followed a hiring decision.
• Systems and processes create freedom.
  Documenting workflows, mapping the customer journey, and using tools like Trello allowed Paul to step back, delegate effectively, and eliminate decision fatigue.
• Cost analysis changed everything.
  Tracking hours, materials, and true margins on every project exposed the gap between what he thought he earned and what he actually earned. Profitability became intentional—not accidental.
• Asking for help accelerates growth.
  Joining masterminds, finding mentors, and building a network of advisors helped Paul see blind spots he couldn’t see alone. Even the best builders need coaches.
• Raising prices is essential—not optional.
  Higher pricing created a healthier business, enabled hiring, funded marketing, and positioned PTC as a luxury brand. When every quote is accepted, prices are too low.

If you have questions for a future Office Hours episode, send them to [email protected]
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Summary:

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.

He explains how a showroom elevates your business, why appointments dramatically increase close rates, and how a physical location can become a flagship destination for clients. Paul also lays out practical ways makers can start small, share a space, or use their workshop effectively until they’re ready for a full showroom.

Key Takeaways:

• Why he never does Black Friday sales: Discounting trains clients to wait for coupons and undermines the luxury positioning of handcrafted work. Pricing should reflect the true cost of materials, labor, and sustainable growth.
• A showroom builds instant trust. Letting clients touch, see, and understand your craftsmanship makes closing big-ticket projects significantly easier.
• Meeting in person is the #1 sales tool. Even a workshop visit massively increases conversions compared to text or email.
• Appointment-only = higher close rates. Vetting leads beforehand and creating an exclusive experience leads to fewer cancellations and a stronger brand feel.
• A showroom doesn’t need to be huge. Even 500–800 sq ft with a few finished pieces and samples goes a long way.
• You don’t need one right away. Start with workshop tours, split a space with another business, or stage work in a partner’s shop. But when the right opportunity appears, be ready to jump.
• Think long-term: The ultimate goal is a mini “design campus”—a destination experience like Nakashima’s—where clients can see the process, materials, and finished pieces in one inspiring environment.

If you have questions about setting up your own showroom or how to make it work financially, feel free to reach out: [email protected]

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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 on price, he intentionally removes himself from that comparison entirely by focusing on custom design, white-glove service, personal communication, and a curated portfolio.

This episode reframes what makers are actually selling—not tables, but a premium experience. And when you embrace that, your website, pricing strategy, and whole business structure shift toward a more profitable, defensible model.

Key Takeaways

• E-commerce rarely works for custom, high-ticket handmade goods. In eight years, almost no one bought straight from Paul’s online “buy now” button without first talking to him.
• You can’t showcase craftsmanship vs. big-box furniture through a checkout page. Online, customers only see price—not process, service, or quality—so they compare you directly to mass-produced alternatives.
• A moat is built through customization and service. Big companies can’t (or won’t) do true custom work, making it a powerful differentiator for small makers.
• Your website should act as a portfolio, not a storefront. Lead with inspiration, past work, and a curated collection that sparks imagination—not an add-to-cart flow.
• You're not selling furniture—you’re selling an experience. Custom design, communication, white-glove delivery, and a personal process are the real product.
• An inquiry-based model filters for the right clients. The people reaching out have already decided big-box stores aren’t for them and are seeking something more intentional.

If you want to dig deeper or have questions about building a non-ecommerce, experience-driven custom business, feel free to reach out at [email protected]
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Summary:
In this episode, Paul pulls back the curtain on how he actually hires at Philadelphia Table Company—what’s worked, what’s burned him, and how he’s refined the process as the team has grown to 10+ people. He talks about why “greatness is in the agency of others,” why waiting too long to hire can hold your whole business back, and how to know when it’s time to bring someone new into the shop or office.

From vetting true self-starters to using 30/60/90-day check-ins and clear SOPs, Paul walks through the exact questions, filters, and small “tests” he uses to find people who can think for themselves, work efficiently, and actually make the business better—not heavier. Whether you’re a solo maker hiring your first helper or running a small team that needs to level up, this episode gives you a practical framework for building a crew you can trust.

Key Takeaways / Highlights:

• “Greatness is in the agency of others.” You won’t build something great by doing everything yourself. At some point, growth requires bringing in people who are better than you at specific parts of the work.
• When it’s time to hire. There’s no perfect formula—it’s a mix of gut and necessity. If you’re consistently overloaded, turning down work, or stuck in tasks that keep you from sales and growth, you’re probably overdue.
• What to look for in makers. Paul prioritizes “handy” problem-solvers who’ve fixed things their whole life, work well independently, and can think through a build step-by-step—not just people with a pretty portfolio.
• Red flags in interviews. Chronic lateness (or super-early and ignoring instructions), trouble following simple directions, and candidates who only bring problems—not potential solutions—are all signs someone may not fit.
• Use structured questions and mini tests. Asking how someone would tackle a challenging project, what they do when they don’t know something, or what role they played in group projects reveals how they actually operate.
• Hire slow, fire fast (and why it matters). Rushing hires and hanging on too long can hurt team morale, productivity, and culture. A thoughtful multi-step interview process helps avoid painful mis-hires.
• 30/60/90-day check-ins only work with clear SOPs. Paul uses written roles, responsibilities, and non-negotiables so new hires know what “success” looks like—and so feedback is concrete, not vague.
• Look for bottlenecks, not just “extra hands.” When the business grows, hires should be aimed at relieving specific choke points—admin, design, operations, or shop work—so the whole system runs smoother.
• Let hiring open YOU up. The right person should free you to do higher-value work—sales, leadership, design, strategy—not just keep the wheels turning.
• Where to find good people. Paul taps trade schools, maker programs, Indeed/LinkedIn, and—very effectively—his own brand and social media presence to attract aligned applicants.
• Don’t hire perfectionists who can’t ship. You want people who care about quality but also understand efficiency and deadlines. Perfectionism that kills throughput is a liability, not an asset.

If you have your own favorite interview questions or hiring tricks, Paul would love to hear them—send them his way at [email protected]
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In this episode, Paul tackles a challenge many makers face as the holidays approach: the seasonal dip in incoming work. Drawing from real conversations inside the Handcrafted Network and years of experience growing Philadelphia Table Company, Paul outlines eight proven, entirely free strategies to generate new leads, strengthen relationships, and keep your pipeline full. These approaches work for makers at every stage—whether you’re getting your first few clients or rounding out a mature sales pipeline.

He breaks down each method with practical examples, emphasizing community engagement, personal networks, and consistent outreach. The episode reinforces a simple but powerful truth: makers who stay visible, connected, and proactive create steady opportunities even when the market slows.

Key Takeaways:

• Facebook Marketplace still works. It’s one of the highest-traffic sections on Facebook. Posting finished pieces (even at placeholder prices) can create leads—including large commercial opportunities.
• Your personal social media is a sales engine. A simple post on your own page—“I’m taking on custom projects”—often generates immediate inquiries.
• Relationships drive service businesses. Leverage gyms, churches, kids’ sports, and local groups. People hire people they know.
• Past inquiries = easy wins. Re-engage leads from months ago with simple follow-ups. Many prospects still need the work—they just got distracted.
• Facebook community groups amplify visibility. Town groups, moms’ groups, and “Working Wednesday” posts often produce warm, hyper-local leads.
• Cold outreach is underrated. Contact new businesses, tenants, cafés, designers, and architects. Even small projects can lead to multi-location work.
• Consignment spaces build awareness. Local gift shops, galleries, and boutiques often welcome small furniture and handmade goods—great for sales and brand exposure.
• Online marketplaces can still help. Etsy and similar platforms remain viable for discovery, especially for smaller or seasonal items.

If you have questions or want Paul to go deeper on any of these methods, reach out at [email protected]
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Summary:
In this Office Hours episode, Paul tackles three key questions makers often face as they grow their businesses. He breaks down when to start implementing systems, how to know if you’re ready for Meta ads, and what to do when leads go cold. Through practical advice and personal experience, Paul emphasizes building strong foundations—systems, offers, and communication—before scaling with ads or advanced tools.

Highlights:

• Start systems early: Even a few orders a month is enough reason to begin documenting your process. Waiting until chaos hits will cost time and money.
• Meta ads are the icing, not the cake: Don’t start paid ads until your brand story, offer, website, and photos are dialed in. Organic leads should come first.
• Build authentic content: Avoid shortcuts like using other makers’ photos—real content builds credibility and closes sales.
• Vet leads upfront: Qualify clients by budget and fit before spending time on quotes. Clear communication saves energy and filters the right customers.
• Follow up with purpose: Use Loom videos, friendly nudges, and personal touches instead of generic “just checking in” messages.
• Match communication style: Keep clients on the same platform they first contacted you—whether text, DM, or email—to maintain momentum.

Have a question you’d like Paul to answer on a future episode? Email [email protected]
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The Handcrafted Network

Summary:
In this episode, Paul dives into one of the most debated topics in the maker business world: finding your niche. Whether you're just starting out or already established, he explains why niching down too early can hold you back — and why waiting too long can do the same. Through personal stories and real-world examples from building Philadelphia Table Company, Paul shares how the market itself often reveals where the real opportunities lie. This conversation is a must-listen for anyone trying to figure out what kind of work to focus on and how to turn their craft into a profitable business.

Takeaways:

• Early-stage makers shouldn’t rush to niche down. Say yes to a wide range of projects to learn what sells, build confidence, and get your name into clients’ homes.
• Market demand will often reveal the best niche. Pay attention to repeated requests and gaps — those signals can guide your focus more effectively than guesses.
• Custom work is in high demand. In a world of standardization, offering bespoke, tailored solutions helps you stand out and build momentum.
• Niching later creates clarity and efficiency. Once you understand your strengths and the market’s needs, narrowing your focus improves profitability, systems, and marketing.
• Avoid creating demand where none exists. It’s easier to meet existing needs than to force a product or service into a market that doesn’t want it.

Have a question you’d like Paul to cover in a future episode? Email it to [email protected]
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In this 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-class hospitality, he shares how simple, thoughtful gestures can turn ordinary interactions into unforgettable moments that clients rave about. Paul breaks down how this philosophy applies directly to custom furniture and creative businesses, and how delivering “legendary” experiences can become your most powerful sales tool.

Key Takeaways:

• Bare minimum isn’t enough. Exceptional product quality and good service are simply the baseline. The real magic happens when you exceed expectations in ways that surprise and delight.
• Three levels of experience:
  • One-size-fits-all — Small touches every client receives (e.g., elevating delivery or sample interactions).
  • One-size-fits-some — Experiences tailored to certain groups (e.g., custom gestures for pet owners or retirees).
  • One-size-fits-one — Hyper-personalized moments that show you’re truly listening (e.g., picking up on a client’s passing comment and acting on it).
• It’s about thought, not money. High-impact gestures don’t have to be expensive — they need to feel intentional, personal, and memorable.
• Experiences drive word-of-mouth. Memorable interactions turn clients into storytellers and brand advocates, amplifying your reputation without traditional marketing.
• Empower your team to create “legends.” Encourage them to notice details, act creatively, and share wins so these moments become part of your culture.

For questions or to share your own “legendary” client stories, reach out to [email protected]

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In this episode, Paul dives deep into the world of interior designers and how partnering with them can become one of the most powerful growth strategies for makers and furniture businesses. Drawing from over a decade of experience working with everyone from celebrity designers to beginners, he breaks down the pros, cons, and practical tactics for building profitable relationships. From recurring income and high-end clientele to navigating communication challenges and pricing models, this episode is packed with insights that can transform how you approach design partnerships.

Key Takeaways:

• Recurring Revenue Stream: Interior designers can bring consistent work and repeat orders, unlike one-time homeowner sales.
• Access to High-End Clients: Designers often serve top 1–5% households, opening doors to higher-budget projects and premium pricing opportunities.
• Brand Exposure: Designers frequently photograph and share completed projects, helping build credibility and grow your audience organically.
• Know the Pitfalls: Some designers act as gatekeepers, making communication difficult, or push unrealistic design demands—so vet your partners carefully.
• Two Business Models: Understand the difference between flat-fee designers (often better partners) and commission-based designers (often price-driven).
• Pricing & POs: Always clarify “net pricing,” request resale certificates, and understand how purchase orders work to streamline the sales process.
• Network Your Way In: Build relationships early, attend networking events, invite designers to your shop, and consider “lunch and learn” presentations to connect.
• Set Expectations: Stay proactive with communication and timelines, especially around holiday deadlines, to maintain trust and client satisfaction.

If you have questions or want to share your experience working with designers, reach out to Paul at [email protected]
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In this episode of The Handcrafted Podcast, Paul breaks down how makers can approach social media without the overwhelm. He shares practical strategies rooted in his own experience growing Philadelphia Table Company to 25K+ followers—using Instagram and TikTok not just to gain likes, but to attract real clients.

Paul emphasizes that social platforms should act as your “online gallery” and brand validator, helping you connect with the right audience—designers, clients, and collaborators—rather than just other makers. He also offers a framework for creating consistent, manageable content that aligns with your business goals.

Takeaways:

• Think of social media as your gallery. Show finished work in a consistent, branded style that validates your craftsmanship and business.
• Post for clients, not peers. Avoid tutorials aimed at other makers; focus on visuals and storytelling that appeal to buyers.
• Capture every piece fully. Invest time in photographing and filming from multiple angles—you can create weeks of content from a single project.
• Consistency beats volume. Start small (2–3 posts per week plus daily stories) and build sustainable habits.
• Leverage video. Walkaround videos with voiceovers or shop tours perform well on both Instagram and TikTok.
• Engage socially. Comment, like, and connect with designers and potential clients; social media is a networking tool, not just a showcase.
• Be strategic with timing. Experiment with posting when competition is lower (like Saturday mornings).
• Protect your mindset. Narrow your feed if comparison drains you, and remember growth is slow but steady—social media is a long game.

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