In this episode of The Handcrafted Podcast, Paul shares the foundational principles of luxury strategy that helped him grow Philadelphia Table Company into a high-end custom furniture brand. Fresh off a talk at the WoodPro Expo, he unpacks why sales actually hurt your business, how storytelling builds brand value, and why friction and long lead times can work for you—not against you.

You’ll learn:

• Why you are not your customer (and what to do about that)
• How to develop a pricing formula that protects your margins and confidence
• What luxury brands like Porsche and Dom Pérignon can teach makers about selling
• How to use photography, branding, and lead times to position your work as aspirational
• And why the worst clients often come from the lowest-priced jobs

This episode is a must-listen for any maker tired of undercharging and ready to step into the world of high-value, high-integrity business. Paul closes with an invitation to join the Handcrafted Network, a space for woodworkers and makers committed to growth, support, and premium pricing.

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