In this episode of The Hand Crafted Podcast, I get honest about a recent challenge—selling a custom table design before we ever built a prototype. What followed was a whirlwind of production delays, frustrated clients, and some tough-but-necessary lessons in communication and leadership. I talk about what it’s like to "build the plane while flying it," how I navigated a tough conversation with the client, and why I don’t regret taking the risk. Plus, I answer a question from Sarah about when—and how—to raise your prices with confidence.

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Most makers think branding means a cool logo and a few Instagram posts. But your brand is what people say about you when you're not in the room. In this episode, we’ll unpack what branding really means for your woodworking business, how to build trust and recognition, and simple ways to show up consistently—even if you hate marketing.

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Most makers are stuck in reactive mode—answering emails, rushing to meet deadlines, and putting out fires. But if you never create space for future-focused work like marketing, pricing, and growth, your business stays stuck. In this episode, I’ll walk you through how to structure your day for clarity, momentum, and long-term success—even if you're the only one in the shop.

PLUS Paul answers a listener question from Matt. 

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In this episode of The Hand Crafted Podcast, Paul breaks down how to identify your ideal client—or "avatar"—so you can stop guessing and start connecting. He walks you through a simple, no-fluff process to define who you really want to work with, why that matters for your marketing and sales, and how knowing your avatar can completely transform how you talk about your work. Whether you’re just starting or trying to refine your brand, this 15-minute episode is a must-listen.

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In this episode of The Handcrafted Podcast, Paul dives into Jim Collins’ powerful Flywheel Effect from the book Good to Great—a concept that explains how sustained, consistent effort over time creates unstoppable momentum in business. Paul relates this idea to the world of custom furniture making and other maker-driven businesses, drawing from his own 10-year journey with Philadelphia Table Company.

He emphasizes how slow, deliberate progress—not overnight success—is what builds enduring companies. From delighting clients and earning referrals, to niching down and refining systems, Paul offers real-world strategies to help makers turn single projects into long-term growth. He also shares personal stories about how early cold outreach snowballed into large-scale hospitality collaborations through consistency and word-of-mouth.

Whether you're just starting out or looking to scale, this episode is a reminder that every small push counts—and that great businesses are built brick by brick, not by viral moments.

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In this episode of The Handcrafted Podcast: The Business of Making Things, Paul breaks down the true meaning of strategy for makers and business owners. Using a sports analogy, he explains why obsessing over the "scoreboard" — like sales numbers or social media followers — won't lead to success. Instead, improving your game — your craft, systems, and mindset — is what drives results.

Paul outlines what strategy isn't (buying ads, trying to please everyone, doing a little bit of everything) and what it is(making clear decisions about who you are, what you do, who you serve, and what you won't do). Drawing inspiration from Seth Godin, he emphasizes focusing on a small, specific audience, embracing your uniqueness, and telling a consistent story about your business. He also shares why narrowing your focus, even when it feels scary, is the key to growth.

Paul leaves listeners with three crucial questions to define their strategy:

• Who is this for?
• What change do I want to make?
• What's the story I'm telling?

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In this episode of The Handcrafted Podcast, Paul dives into one of the most overlooked yet essential parts of running a successful maker business: sales. He uses the metaphor of a train needing a push to leave the station—no matter how polished or beautiful it is, it won’t move without sales.

Paul challenges makers to treat sales like a daily discipline, just like honing their craft. He shares personal stories from his early days, including walking his South Philly neighborhood to find potential clients and how grassroots efforts helped him break through revenue plateaus. He also emphasizes building a network effect, showing up “open for business” in everyday conversations, and leveraging relationships in your community to drive growth.

He reminds listeners that it's not about being pushy—it's about building relationships, asking good questions, and listening. Sales isn't sleazy when you're offering something you truly believe in.

The biggest takeaway? Craft alone won’t get your business to the golden city—consistent, intentional sales will.

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In this episode of The Handcrafted Podcast: The Business of Making Things, Paul dives deep into one of the hottest topics in the maker business world: advertising. If you’ve ever wondered whether it’s time to start running ads—or if ads are even the right move for your business—this episode is for you.

Paul breaks down why most makers aren’t ready to run ads yet, and why that’s totally okay. He shares lessons from his own journey of growing Philadelphia Table Company to nearly $800K in revenue before ever running a serious ad campaign. Learn how mastering sales, branding, and lead generation without ads can build a stronger, more sustainable foundation for your business.

Then, for those who are ready, Paul opens up about how he’s currently running ads—including Meta vs. Google strategies, form funnels, pre-qualifying leads, and why imagery and brand positioning matter more than ever.

This is a real, honest look at ads for handcrafted businesses—no fluff, no gimmicks, just what actually works (and what doesn’t).

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"In this episode, Paul  shares his journey of transforming Philadelphia Table Company into a luxury brand, revealing how raising prices attracted better clients who truly value handcrafted quality. He explores the counterintuitive strategies of luxury marketing, emphasizing the importance of telling your brand's story rather than selling a product."

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