The Handcrafted Podcast: The Business of making things

Paul Mencel

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. 19h ago

    Office Hours: The Problems That Show Up When Your Business Starts Growing

    Join the Network Summary: In this Office Hours episode, Paul answers five real-world questions about the growing pains makers face as their businesses expand. He covers why being busy doesn’t necessarily mean being profitable, when it makes sense to start turning down work, how to build a quality-control culture with employees, whether to raise prices when leads are slow, and how to stop yourself from becoming the bottleneck in your own company.  Topics Covered: Busy but not profitable: Use cost analysis to determine whether the problem is pricing, efficiency, or overhead—and aim for roughly $150K in revenue per employee as a benchmark.When to say no: Early in your business, saying yes to diverse projects can help build your portfolio. Niche down as demand and experience grow.Quality control: Create a repeatable QC checklist and a clear shop standard so quality isn’t dependent on the owner inspecting every detail.Raising prices when leads are slow: Separate a lead problem from a closing problem. If leads simply aren't coming in, price probably isn't the reason.Getting yourself out of everything: Break the business into clear buckets—marketing, sales, design, operations, production, delivery—and assign ownership so everything doesn’t automatically flow back to you.Core takeaway: Growth creates a new set of problems. The solution isn’t simply working harder; it’s understanding your numbers, creating standards, defining responsibilities, and gradually building a business that doesn’t require you to personally touch everything. Join the Network

  2. Aug 10

    5 Ways to Get Better at Sales

    Learn about the Network Paul shares five practical sales habits that help makers turn more inquiries into paying clients—without relying on pushy scripts or gimmicky closing techniques. Reply quickly, even if it is only to acknowledge the inquiry and set expectations.Track every lead and record project details, timing, preferences, and past conversations.Tell the story behind the product instead of responding with only a price.Treat sales like improvisation by adapting to how each customer prefers to communicate.Follow up consistently, using personal details and relevant questions instead of generic “just checking in” messages.The biggest takeaway: there is no universal closing formula. Great sales come from being responsive, organized, curious, and willing to stay engaged. Paul estimates that 50–60% of his sales come from follow-up rather than the initial conversation. Join the Network

  3. Aug 3

    How to Be Better Than Everyone Else

    Learn about the Network (Free Trial) This episode challenges the assumption that the way to beat your competition is simply by making a better product. While great craftsmanship is the price of admission, the businesses that truly stand out focus on improving everything surrounding the product—the customer experience, communication, delivery, and the countless small details competitors overlook. Drawing on examples from Unreasonable Hospitality, Uber, and Philadelphia Table Company's own delivery challenges, Paul argues that lasting competitive advantages often come from solving problems outside the core product itself.  Key Takeaways A great product is the baseline—not the competitive advantage.Study where competitors create frustration instead of only copying what they do well.The biggest opportunities often exist outside your core craft.Small improvements to the customer experience can create a much larger competitive advantage than marginal product improvements.Every step of the customer journey—from the first inquiry to final delivery—shapes your reputation.Ask yourself: What are my competitors unwilling to do that would create an unforgettable experience for my customers?Join the Network

  4. Jul 27

    Craft Every Step of the Way

    Join the Network. Summary: Your craftsmanship shouldn’t start and end with the product. Every touchpoint—from your website and social media to sales conversations, design presentations, samples, communication, and delivery—should reflect the same level of care as the thing you’re making.  If you want to charge a premium for a 10/10 product, the entire experience needs to feel 10/10. Customers judge your quality long before they ever see the finished piece, and that perceived quality builds the trust that ultimately wins the job. Key Takeaways Your website and social media are part of your craft.Every customer touchpoint should match the quality of your finished product.Premium pricing requires a premium experience.Audit your business: Where does the craft fall through?Your current customers can become your best salespeople when the entire experience is worth talking about.Join the Network

  5. Jul 20

    Talk Story: Why Storytelling Makes Your Business More Valuable

    Free Trial  Summary: Storytelling is one of the most powerful tools you can use in business. Whether you're selling a product, explaining a design decision, marketing your work, or motivating your team, people connect with and remember stories far more than facts. Instead of simply telling customers what something costs or what you do, build a narrative around why it exists and how it was created. A strong story builds trust, increases perceived value, and gives customers something memorable they can share with others.  Key Points: Tell the why, not just the what.Use stories throughout the entire sales process.Build narratives around your products, materials, processes, and design decisions.A compelling brand story helps customers understand what makes you different.Storytelling also helps employees believe in and rally around the company's larger vision.The best stories are simple and memorable enough that customers naturally repeat them to others.Join the Network

  6. Jul 13

    The Invisible Ceiling: Pricing, Systems, Creativity & Knowing What to Say No To

    Free Trial In this Office Hours episode, Paul answers four listener questions about pricing, hiring, social media, and taking on projects outside your niche. He explains why raising prices never feels comfortable, how to know when you've built a real business instead of just another job, why you shouldn't create for Instagram instead of yourself, and how to decide when an opportunity is worth pursuing. The episode is a reminder that growth often comes from embracing discomfort and making intentional long-term decisions.  Key Takeaways Raise your prices if you're consistently booked out—discomfort is normal.A real business can operate without you being involved in every decision.Hire to replace your weaknesses, not necessarily your craft.Create work you love instead of chasing social media trends.Evaluate projects outside your niche based on long-term potential, not just immediate revenue.Join the Network

  7. Jul 6

    Don't Niche Too Soon: Let Your Customers Build Your Business

    Free Trial In this episode, Paul challenges one of the most common pieces of business advice: "Find your niche." While niching down is important eventually, he argues that many makers do it far too early—before they've collected enough real-world data about what customers actually want. Drawing from his own experience building Philadelphia Table Company, Paul explains how saying "yes" to a wide variety of projects in the early years allowed the business to discover its true specialty naturally. Rather than forcing a niche based on assumptions, successful businesses often evolve toward the products and services customers repeatedly request. Paul also discusses the value of building a team that allows you to step away from the shop, the importance of community and mentorship, and why flexibility—not stubbornness—is often what separates thriving businesses from struggling ones.  Key Takeaways Don't niche before your customers tell you what your niche is.Early in business, say "yes" more often to discover where true demand exists.Your geographic location and local market heavily influence what products will succeed.Many iconic furniture brands began as custom job shops before launching product collections.Build collections around proven customer demand—not personal assumptions.Stay adaptable. The market changes, and your business should evolve with it.Hiring employees isn't just about growth—it's about creating freedom and sustainability.Surround yourself with a community of other makers who openly share knowledge and hold you accountable.Every business owner should create their own "recipe" rather than blindly following someone else's advice. Memorable Quote "Don't niche too soon. Let your customers tell you what your business should become." Join the Network

  8. Jun 29

    Own Your Audience: Why Makers Need an Email List

    Summer Special ! Start your free trial.  Summary: This episode argues that makers should stop relying only on social media or handing out business cards, and instead start collecting emails so they can “own” their audience. The main idea is to use email marketing in a luxury, story-driven way—less “buy now,” more behind-the-build narratives, project highlights, inspiration, and client/project stories.  Key points: Social media audiences belong to the platform, not you.Ask for emails at markets, galleries, shows, and client interactions.Send narrative-based emails, not discount-style marketing.Use project stories, photos, process, and inspiration.Monthly or quarterly emails may feel more premium than weekly blasts.Segment your list: residential clients, interior designers, commercial/design clients.Join the Network

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4.2
out of 5
17 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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