The Handcrafted Podcast: The Business of making things

Paul Mencel
  • 4.6 (11)
  • 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. 5D AGO

    The Mental Shift That Unlocks Growth

    Join the Network In this episode, Paul challenges makers who feel stuck at $100K–$150K in revenue to confront the real barrier to growth: identity. Most craftsmen start their businesses because they love making things—not because they love running a business. But if you want to make a true living doing this work, a mindset shift is required. Drawing from his own experience building Philadelphia Table Company while navigating his wife’s cancer diagnosis and growing family responsibilities, Paul explains how stepping fully into the role of business owner—not just craftsperson—was the turning point. He breaks down the math of solo production, the ceiling of top-line revenue, and why better dovetails won’t solve scaling problems. This episode isn’t tactical—it’s foundational. It’s about obsession, ownership, and asking the hard question: What happens to your business if you stop making things for two weeks? Key Takeaways: Your revenue ceiling is tied to your identity. If you still see yourself primarily as a maker, your growth will stall.Solo production has a financial cap. Even at $10K/week in revenue, realistic profit margins leave little room for reinvestment or true wealth building.Better craftsmanship won’t fix business bottlenecks. Systems, hiring, sales, and financial literacy will.Think beyond the garage. Growth requires planning for hiring, delegation, and infrastructure—even before you're “ready.”Obsession is normal. Building a business requires constant problem-solving and long-term thinking.This podcast is for professionals. Not hobbyists, but makers serious about building a sustainable six-figure (and beyond) business.Paul also reaffirms that The Handcrafted Network exists to support that transition—from craftsperson to entrepreneur—through community, group calls, and business-focused learning. If you want to build more than furniture—if you want to build a business—this episode is your starting point. Join the Network

    16 min

  2. FEB 16

    Business Is a Game of Whac-A-Mole

    Join the Network!  Summary: In this episode, Paul pulls back the curtain on why he created the Handcrafted Network and the Handcrafted Podcast in the first place. While there’s endless content about how to build furniture, there’s very little practical guidance on how to run a maker business. Paul shares how his own journey—learning through mentors, books, podcasts, and real-world experience—led him to build a community dedicated to the business side of craftsmanship. The second half of the episode shifts into a candid reflection on a tough couple of weeks inside his own company. Paul talks openly about the emotional weight of leadership and the reality that running a business is essentially a never-ending cycle of problem solving. Key Takeaways: Why the Handcrafted Network Exists: There’s a gap in the market for real, practical advice on running a maker business—not just building beautiful pieces.Community Multiplies Intelligence: “1 + 1 = 5.” Shared experiences and collective problem-solving accelerate growth.Business = Problem Solving: Entrepreneurship is a constant game of Whac-A-Mole. Solve one issue, and another appears.Do the Hard Thing: Not every problem can be hired away. Sometimes leadership means stepping up, owning it, and solving it yourself.Avoid the ‘Hack’ Mentality: Sustainable growth rarely comes from shortcuts—it comes from consistent, focused effort.Don’t Take It Too Seriously: Step back. Breathe. Most business problems aren’t life-or-death.Goals Can Shift: It’s okay to adjust direction when new realities emerge. February may require a different focus than January.Embrace the Role: If you’re a business owner, problem solving isn’t an interruption—it is the job.Paul closes by encouraging listeners to lean on community, embrace the long game, and treat business challenges like daily puzzles rather than personal crises. Join the Network

    13 min

  3. FEB 9

    Don’t Be Seen as a Commodity: you don’t win by being cheaper

    Invest in your growth!  Summary In this episode, Paul shares a candid story from a recent mentor meeting that reframed how he thinks about clients, pricing, and positioning. After navigating a stressful corporate project that spiraled into missed expectations and rushed timelines, a simple insight emerged: when clients see you as a commodity, they treat you like one. Through real-world examples from both his own business and a mentor’s decades-long career, Paul breaks down why great makers must clearly sell what actually makes them different—not just the product, but the experience, service, and care behind it. This episode is a reminder that not every client is the right client, and that long-term success comes from being valued, not just hired. Key Takeaways Being seen as a commodity puts you in a losing position — once you’re interchangeable, price and deadlines become weapons.Corporate and third-party buyers often strip away your differentiators, reducing you to a line item instead of a partner.Your real value isn’t just the product — it’s communication, service, experience, and problem-solving.If you don’t clearly explain why you’re different, clients won’t assume it — especially new decision-makers.The right clients are willing to pay more for clarity, care, and trust; the wrong ones will always push back.Saying “we won’t be the cheapest, but we will be the best” only works if you define what “best” means.Selling apples-to-apples comparisons is a trap — your job is to show why it’s not apples-to-apples at all.If you’ve ever felt boxed in by price pressure, unrealistic expectations, or exhausting clients, this episode is your reminder: you don’t win by being cheaper — you win by being unmistakably different. Join the Network

    18 min

  4. FEB 2

    Four Costly Mistakes That Hold Maker Businesses Back

    We Want You In the Community!  Summary: As February kicks off, Paul reflects on balancing life as a new dad and a business owner before diving into four of the most common (and costly) mistakes he sees maker business owners make—including mistakes he’s made himself. This episode is a practical, honest look at why so many talented makers struggle to grow sustainably, even when their craftsmanship is top-tier. From trying to serve everyone, to focusing only on the product, to refusing help and struggling to trust others, Paul breaks down how these patterns limit growth—and what to do instead. The episode is a reminder that building the business is just as much a craft as building the work itself. Key Takeaways: Not everyone is your client: Early on, you may need to say yes more often—but long-term growth requires narrowing your focus and choosing the right clients.Making the thing isn’t enough: Obsessing over the craft while ignoring sales, marketing, and profitability leads to feast-or-famine cycles.Stop trying to do it alone: Real growth starts when you ask for help, find mentors, and learn from people ahead of you.Trust is a growth skill: Micromanagement and lack of trust stall businesses—delegation, systems, and learning from mistakes unlock scale.If you’re feeling stuck, overwhelmed, or stretched too thin, this episode offers a clear reset—and a reminder that you don’t have to figure it all out on your own. Join the Network

    17 min

  5. JAN 26

    Office Hours: Income Goals, Timelines, Hiring, and Pricing for Makers

    Become a member!  Summary: In this Office Hours episode, Paul answers a wide range of listener questions pulled directly from the Handcrafted Network community. The conversation centers on realistic income expectations, especially the path to paying yourself $150K as a maker, and how different business models—custom furniture versus cabinetry or millwork—affect cash flow, scalability, and long-term value. Paul also digs into the realities of running a custom shop: setting delivery expectations without locking yourself into impossible timelines, navigating hiring and workers’ comp, and fixing one of the most common pain points for small shops—pricing. Throughout the episode, he emphasizes long-term thinking, efficiency over speed, and building systems that support both profitability and peace of mind. Key takeaways & highlights: $150K income is realistic—but the path matters. Cabinetry and millwork often reach cash-flow goals faster than custom furniture, while furniture brands can build more long-term enterprise value.Think long-term vs. short-term cash. Service-based shops can generate income quickly; brand-driven businesses take longer but may be more valuable over time.Avoid hard completion dates. Paul explains why he gives broad delivery windows (e.g., 3–4 months) and how under-promising builds trust in custom work.Track dollars out, not just timelines. Focusing on monthly revenue shipped per employee can simplify scheduling and operations.Hiring doesn’t have to be all-or-nothing. Early use of 1099 contractors and networking for the right insurance agent can lower barriers to growth.Pricing starts with tracking. Recording hours, materials, and true costs is the foundation of profitable pricing.A simple pricing framework. Calculate true cost of goods sold and multiply by a margin factor (e.g., 1.66) to protect profit and sustainability.Separate pay and profit early. Paying yourself and keeping profit in the business prevents cash crunches and bad habits later.If you have a question you’d like answered in a future Office Hours episode, email paul@thehandcraftednetwork.com . If you’re looking for community, resources, and real-world support from other professional makers, learn more at handcraftednetwork.com. Join the Network

    25 min

  6. JAN 19

    Why Your Sales Process Isn’t Working (And How to Fix It)

    Join the Community Summary: In this episode, Paul breaks down why so many makers struggle to close deals—not because of their craftsmanship, but because of a weak or nonexistent sales process. Drawing directly from how he runs sales at Philadelphia Table Company, Paul walks through what actually works when it comes to qualifying leads, building trust, and closing high-ticket custom projects. Rather than treating sales as something “slimy” or transactional, Paul reframes it as a human, relationship-driven process. He explains why the founder must own sales early on, how responsiveness and communication directly impact close rates, and why selling an experience—not just a product—is the key to long-term success. Key takeaways: If you don’t have a sales process, you’re leaving money on the table. Most missed deals come from poor follow-up, unclear qualification, or slow responses.Ask for a budget early. Getting alignment upfront saves time and filters out bad-fit leads before energy is wasted.Speed matters. The faster you respond and quote, the higher your chances of closing—especially in competitive markets.Use Loom and real conversations to close. Video and phone calls build trust, allow real-time feedback, and prevent deals from going dark.Sell the experience, not just the furniture. Clients are buying trust, communication, and a process—not just a finished piece.Stay in the communication lane they chose. Close deals via the same channel they reached out on (text, email, Instagram, etc.).Founders must learn sales before hiring it out. You can’t outsource sales effectively until you can do it yourself.Connection builds trust. Relating to clients on a human level—listening more than talking—is often what seals the deal.B2B and B2C sales behave differently. Knowing when and how your ideal clients reach out helps you respond at the right times.Great communication beats great pricing. Clients choose the best experience, not just the lowest number.If you have questions for a future Office Hours episode, or want deeper feedback on your own sales process, email Paul at paul@thehandcraftednetwork.com or join the Handcrafted Network community. Join the Network

    17 min

  7. JAN 12

    The 8 Website Essentials Every Maker Needs to Generate Better Leads

    Join the Community  Summary: In this episode, Paul breaks down the most common mistakes he sees makers make with their websites—and shares eight practical elements every effective site must include. Drawing from his experience building Philadelphia Table Company and reviewing countless member sites inside the Handcrafted Network, Paul explains how a website should do more than “look good”—it should actively qualify leads, tell your story, and drive real inquiries. This is a tactical, no-fluff episode for makers who want their website to work harder for their business. From hero images and contact forms to storytelling, reviews, and blogs built for AI search, Paul walks through how to structure a homepage that builds trust, filters out bad leads, and attracts the right clients. Key takeaways & highlights: Hero image + clear CTA: Your homepage must immediately tell visitors what you do and give them one obvious action to take (work with us, get a quote, view the gallery).A clean contact page with budget ranges: Asking for budget upfront saves time, pre-qualifies leads, and improves close rates.Text/chat option matters: A simple text or chat widget lowers friction and captures casual but potentially valuable inquiries.Strong photo gallery: High-quality, consistent images build credibility and help clients visualize what’s possible.Tell a real story: Clients buy into why you do what you do—not just what you make. Story drives brand and pricing power.Reviews build trust: Google reviews in particular act as social proof and help with AI-driven discovery.Link your socials: Social media extends your story and helps clients connect emotionally with your brand.Blogs still matter (especially for AI): Question-based blog posts help your site get found when people search things like “How much does a custom table cost?”If you have questions, want your site reviewed, or want to submit a topic for a future Office Hours episode, email paul@thehandcraftednetwork.com . Join the Network

    19 min

  8. JAN 5

    Goals, Not Resolutions: How to Reverse-Engineer Your Revenue in 2026

    Join the Network!  Summary: In this New Year episode, Paul kicks off 2026 by challenging the “new year, new me” mindset and reframing how makers should think about growth. Instead of vague resolutions, he makes the case for practical, achievable goal-setting—especially when it comes to revenue. Drawing from how he plans each year inside his own business, Paul walks listeners through a simple, repeatable framework for turning big annual goals into clear weekly targets. The episode centers on reverse-engineering revenue: breaking a yearly number into monthly and weekly goals, then translating those numbers into actual pieces sold. Paul also explains why revenue alone isn’t always the best motivator—particularly for teams—and shares examples of team-wide goals that everyone can rally behind. The takeaway is clear: progress comes from clarity, consistency, and focusing on what you can execute this week, not from beating yourself up over missed targets. Key takeaways: Resolutions vs. goals: Resolutions are often abstract and unrealistic; goals should be specific, measurable, and achievable.Reverse-engineer your revenue: Start with a yearly goal, then break it into monthly and weekly targets you can actually act on.Think in pieces, not dollars: Define how many tables, chairs, boards, or products you need to sell to hit each weekly goal.Use team goals when possible: Efficiency, output, and shared metrics give teams something concrete to rally behind beyond revenue alone.Adjust without guilt: Missing a goal isn’t failure—it’s feedback. Recalibrate, add revenue streams, or shift expectations as the year unfolds.Focus on one week at a time: Hitting small, consistent weekly goals is how long-term growth actually happens.If you have questions or want access to Paul’s worksheets and planning framework, reach out at paul@thehandcraftednetwork.com . Join the Network

    18 min
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Ratings & Reviews

4.6
out of 5
11 Ratings

About

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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