The Handcrafted Podcast: The Business of making things

Paul Mencel
  • 4.3 (22)
  • Arts

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.

  1. 1d ago

    Systems & Processes: You need em'

    Systems and processes aren't just for big companies. Whether you're a solo maker or running a growing shop, understanding the entire customer journey is one of the most important steps toward building a more efficient business. In this episode, Paul breaks down the systems used at Philadelphia Table Company, walking through the entire process from marketing and sales to design, operations, production, quality control, and delivery. Rather than getting caught up in documenting every technical detail of making something, Paul explains why it's more valuable to map out the bigger picture, assign ownership to each stage, and create clear handoffs between responsibilities. He also shares how this approach helps identify hiring needs, empowers employees to take ownership, and creates consistent customer touchpoints that build trust throughout the process. Key Takeaways: Why even a one-person shop needs systems and processes.How to map your entire customer journey from first inquiry to final delivery.Why assigning ownership and creating clear handoffs makes teams more effective.How systems help identify gaps and determine your next hire.Why proactive customer communication reduces confusion and builds confidence.How AI can help you document and organize your own processes.The big takeaway: A good system isn't about creating more rules or paperwork. It's about giving every part of your business a clear path forward so you can grow without having to personally manage every step. Paul also shares how members of the Handcrafted Network can access his customer journey worksheet to start building their own systems. Join the Network

  2. Oct 26

    The Value of Long-Term Thinking: Stop Chasing Quick Fixes

    Running a business means constantly solving problems. But are you actually fixing the problem, or just finding a way to get through another week? In this episode of The Handcrafted Podcast, Paul talks about the difference between short-term fixes and long-term strategies, and why some of the best business decisions take months or even years to pay off. Drawing from a recent cash flow challenge at Philadelphia Table Company, Paul shares how shifting toward collection-based furniture and raising prices on custom work helped improve profitability. Instead of chasing quick sales, the company focused on building a more sustainable business—with recent projects generating gross margins of 50–65%, well above their typical 40% target. Paul also discusses the importance of giving strategies enough time to work, creating space to think beyond the day-to-day chaos, and resisting the temptation to abandon a good plan when results aren't immediate. The takeaway: Sometimes the best solution to today's problem isn't a quick fix. It's a long-term strategy you're willing to stick with. Join the Network

  3. Oct 19

    Special Episode: No Shortcuts—Building Through Uncertainty

    Summary: In this special episode of The Handcrafted Network, Paul steps out from behind the microphone and joins Fyfe Barraclough on The Flywheel Lab for a candid conversation about business, leadership, and navigating uncertainty. Paul shares the story behind Philadelphia Table Company—from touring with a band signed to RCA Records and building furniture between shows to leading a team of 12 makers. He opens up about the difficult season he’s currently navigating, the Stockdale Paradox, and the challenge of confronting reality while maintaining faith that things will improve. The conversation also explores sustainable growth, the myth of overnight success, learning to lead different personalities, and why makers must balance creative fulfillment with the realities of running a profitable business. Key Takeaways Face reality without losing hope. Strong leadership requires acknowledging difficult circumstances while remaining confident that you can work through them.There are no shortcuts. Sustainable businesses are built through years of focused effort, experimentation, mistakes, and incremental improvement.Creativity and business are not opposites. Making meaningful work requires understanding the customer, communicating its value, and building a business capable of supporting it.Focus creates momentum. Constantly chasing new ideas can prevent entrepreneurs from giving one opportunity enough time to succeed.Leadership requires clarity. Clear roles, responsibilities, expectations, and job titles give people ownership and help them grow.Different people need different leadership. Effective management means understanding what motivates each person instead of leading everyone the same way.Uncertainty is part of entrepreneurship. You do not need to have the entire path figured out before taking the next step.Core idea: Building a meaningful business is not about finding a shortcut—it is about facing uncertainty honestly, staying focused, and continuing to move forward. Join the Network

  4. Oct 12

    AI as a Tool: Working Smarter Without Losing the Craft

    AI doesn’t have to replace craftsmanship—it can support the business behind it. In this episode, Paul shares how he uses tools like ChatGPT and Claude to save time, stay organized, and make better-informed decisions at Philadelphia Table Company. From forecasting cash flow and analyzing sales to editing product photos, searching client emails, improving the website, and organizing company information, Paul breaks down practical ways makers can use AI without handing over their creativity or judgment. The goal isn’t to let AI run the business. It’s to use it as another powerful tool that helps small businesses compete, operate more efficiently, and become more profitable. Key Takeaways AI should support the craft—not replace it. The furniture is still designed and built by skilled people; AI helps with the administrative work surrounding it.Use AI to create reports, not make major decisions for you. Better information can guide decisions about cash flow, hiring, spending, and growth, but the business owner should remain in control.Connect the information you already have. Financial records, project timelines, sales data, and invoicing history can work together to create useful cash-flow projections.AI can simplify repetitive creative work. It can help edit product photography, organize image folders, audit a website, and maintain a consistent visual style.Searching your email can become much easier. AI can locate old client conversations, confirm project details, summarize disputes, and help prepare responses.Start with the problem you want to solve. Explain the challenge to the AI, ask what tools or connections are needed, and let it guide you through the process.Small businesses need every responsible advantage available. When margins are tight, saving time and improving organization can directly support profitability.Core idea: Use AI to strengthen the business behind your craft while keeping creativity, judgment, and decision-making human. Join the Network

  5. Oct 5

    Weathering the Storm: The Stockdale Paradox for Makers

    Join the network.  After reflecting on the Texas Woodworking Festival and the supportive community within the Handcrafted Network, Paul shares a lesson for navigating difficult seasons in business and life. The Stockdale Paradox teaches us to confront the harsh reality of our circumstances while maintaining unwavering faith that we will ultimately prevail. Using the metaphor of captaining a ship through turbulent seas, Paul explains that we cannot control the storm—but we can prepare, choose our direction, and keep moving forward. This honest episode is a reminder that struggling does not mean failing, you are not alone, and the only way through a difficult season is to face it with realism, hope, and perseverance. Join the Network

  6. Sep 29

    4 Hills I’ll Die On as a Maker & Business Owner

    Summary In this episode of The Handcrafted Podcast, Paul shares four business beliefs that recently sparked conversation on social media—and explains why he stands behind each one. He also opens with a personal reflection on getting through difficult periods by focusing on one problem, one hour, and one day at a time rather than trying to solve everything at once.  The four “hills” are: Capture your work properly. If you spend hundreds of hours creating a piece, don’t spend ten minutes documenting it. Great photography and video are part of the business, not an afterthought.Follow-up is one of the easiest ways to make more money. Paul shares a real example of reconnecting with a lead after two weeks and potentially turning it into a table-and-chairs order.Sometimes you need to turn down work to build the business you actually want. Saying no to an interesting but off-brand banjo display case freed up time to pursue work that fits PTC’s strengths. At the same time, newer makers shouldn’t necessarily niche too early—experimentation can help reveal what the business should become.If your content only shows how you make something, you’re attracting makers—not buyers. Tutorial content often appeals to other craftspeople. Instead, makers should think about who they actually want as customers and create content that makes those people want the product, appreciate the craftsmanship, and trust the business.Join the Network

  7. Sep 21

    RERUN: Going Beyond Expectations: The Power of Unreasonable Hospitality

    Unfortunately, one of my dogs was hit and killed by a car unexpectedly. As you can imagine it's hard to muster the strength and poise needed to record a new podcast episode. Here is one of my favs that seems to have been overlooked.  In this RERUN 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 paul@handcraftednetwork.com Join the Network Join the Network

  8. Sep 14

    Who Are You Really Doing It For?

    Join the network.  Summary: As makers, we often assume customers value the same things we do. But the details we obsess over—perfect grain matching, a single-maker process, sustainability, or endless customization—may not be the reasons customers choose us. In this episode, Paul explores the importance of understanding who your work is actually for and what those customers truly value. He challenges makers to separate customer needs from personal preferences and ego—and to question whether the “moat” protecting their business might also be keeping them trapped. Key Takeaways Not every product, service, or creative choice is meant for every audience.Ask customers why they chose you instead of assuming you already know.The details you value most may not be the details your customers value.Great craftsmanship should serve the customer—not just the maker’s ego.What helped build your business may not be what takes it to the next level.A competitive moat can protect your business, but it can also limit its growth.When you encounter a reason you “can’t” grow, examine whether that limitation is real or self-imposed.Ask yourself: Who am I doing this for, and what are they actually coming to me for?Join the Network

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4.3
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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.

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