The Handcrafted Podcast: The Business of making things

Paul Mencel
  • 4.1 (13)
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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.

  1. 2D AGO

    AI for Makers: The Right Tool for the Right Job

    Join the Community Summary: Paul breaks down how he’s actually using AI tools inside his business—not hypothetically, but in real, practical ways that save time, improve communication, and support growth. The core takeaway: there’s no single “all-in-one” AI. Each tool has strengths, and understanding how to use them strategically is what creates leverage. He also reinforces a broader mindset shift—don’t wait for perfect. Whether it’s launching a podcast or adopting new tools, momentum beats perfection every time.  Key Takeaways: Progress over perfection: Don’t let “perfect” delay action—launch, iterate, improve later. ChatGPT = speed + clarity: Best for quick tasks like summarizing, visual explanations, client communication, and fast back-and-forth problem solving. Claude = deep work: Ideal for heavy lifting—financial modeling, spreadsheets, strategic planning, and thoughtful analysis. AI as a thinking partner: Tools like Claude can help structure decisions, ask better questions, and map out plans—even if they’re not perfect. Image/video AI tools (Gemini, Scenario, Pomelo, Artlist): Useful for enhancing or generating visuals, especially if your photo setup is limited. Leverage vs. replace: AI should enhance your workflow—not replace your brand voice or craftsmanship. Strategic positioning matters: Paul is intentionally limiting AI in brand-facing content to stay differentiated in a crowded, AI-heavy landscape. Rising tide mentality: Elevating your own business—and helping others do the same—raises the standard for the entire industry. Join the Network

    18 min

  2. APR 27

    Office Hours: Pricing Fear, Better Clients, and Breaking Out of the Shop

    Join the Network Summary: In this Office Hours episode, Paul answers real questions from listeners navigating the transition from maker to business owner. The conversation covers skepticism about the Handcrafted Network, the mental hurdles of raising prices, the struggle to step out of production, and how to attract higher-quality clients. Throughout the episode, Paul emphasizes that the hardest part of building a craft business isn’t the craft—it’s the business side. He shares candid insights from his own current challenges, reinforcing that he’s still “in the trenches” alongside his audience.  Key Takeaways: Why Paul built the Network: It’s not a scam—it’s a response to a real gap. The business side of woodworking is underserved, and paid communities create accountability and better engagement.Charging more requires tolerance for discomfort: Raising prices means hearing more “no’s,” but the “yeses” become more valuable. Fewer, higher-quality projects can outperform a high-volume, low-margin workload.If your schedule is full, your prices might be too low: An overloaded queue is a signal to increase pricing—not hire immediately or keep grinding.You must force time to work on the business: Time blocking (even 1 hour daily) is critical. Staying busy in the shop can be disguised procrastination from higher-leverage work.Better clients come from better positioning, not luck:Stop fishing in low-quality channelsImprove photography and presentationEliminate “commodity” perceptionUse pricing filters (like budget selectors) to pre-qualify leadsBrand perception drives client quality: If your work looks cheap, you’ll attract price shoppers. If it looks high-end, clients will assume higher pricing before even reaching out.You don’t need to niche too early: Explore what you’re naturally good at selling. Sometimes the most scalable path isn’t what you initially expected.Closing Thought: The shift from maker to business owner isn’t about working harder—it’s about thinking differently, pricing strategically, and intentionally building the kind of business you actually want. Join the Network

    19 min

  3. APR 20

    Pricing Is a Story: Why Value Beats Cost Every Time

    Join the Community Seth's Blog on Pricing. Summary: In this episode, Paul reflects on a powerful blog post by Seth Godin about pricing—and why most makers get it wrong. Instead of treating pricing as a simple equation based on cost, Paul unpacks the idea that pricing is deeply tied to perception, storytelling, and the value customers believe they’re receiving. Drawing from his own experiences at Philadelphia Table Company, Paul explores how underpricing often stems from a weak narrative—not a weak product. The episode becomes a real-time processing session, where he challenges his own pricing strategies and pushes listeners to rethink how they position their work in the market.  Key Takeaways / Highlights: Pricing is not math—it’s perception. It’s an exchange of value, but more importantly, it’s a story. The better the story, the stronger the price.Stop justifying price—differentiate instead. You don’t need to justify your price against the entire market—just against the next best option.Cost ≠ Price. Cost of production sets your floor, not your ceiling. The real question is: what is this worth to the customer?“Too expensive” = weak story. When someone pushes back on price, it’s usually not about the number—it’s about a mismatch between your story and your reputation.Luxury strategy: raise the price, then elevate the experience. Don’t discount—build a better narrative and a more valuable offering around the higher price.Asking “what’s your budget?” is the wrong move. Instead, uncover what the customer values, fears, and desires—then align your offer to that.Cheap customers are not loyal customers. Competing on price leads to a race to the bottom—and even if you win, you lose.Convenience is a hidden premium. Ease, communication, and experience are often just as valuable as the product itself.“It might not be for you” is a strength, not a weakness. Great brands are not for everyone—they are perfect for someone.The ultimate positioning: “You’ll pay a bit more, but you’ll get more than what you paid for.”Join the Network

    19 min

  4. APR 13

    The Pricing Blind Spot: Reading the Client’s Hand

    Join the Community Summary: Paul reflects on a missed opportunity that reshaped how he thinks about pricing, client perception, and value in the custom furniture world. After quoting a large table and referring the client elsewhere, he discovers the project sold for double his price—forcing him to confront how his own assumptions limited the outcome. The episode explores the idea that pricing is less about cost and more about positioning, perception, and confidence. Paul begins rethinking how to attract high-end clients, better qualify leads, and “read the client’s hand” earlier—treating sales more like a strategic game than a fixed formula.  Key Takeaways: You may be underpricing based on your own beliefs Just because something feels expensive to you doesn’t mean it is for the client.Sales is like poker You don’t know the client’s budget—your job is to uncover it quickly and confidently.Attract the right clients through positioning Marketing should signal that your work is high-end so price-sensitive buyers filter themselves out.High-end clients value more than price They care about uniqueness, customization, and experience—not just cost.Qualify early, but don’t rely on surface signals Budget forms help, but clients may understate or misrepresent their true spending ability.Confidence wins bigger projects The makers landing high-ticket jobs are willing to “push the number” and risk hearing no.Pricing drives growth, not just profit Higher margins allow for better hires, equipment, and long-term flexibility.Your goal: get the client to show their hand early The faster you understand their true expectations and budget, the better you can position your offer.If you want help pressure-testing your pricing or positioning, shoot a note to paul@thehandcraftednetwork.com . Join the Network

    13 min

  5. APR 6

    5 Moves That Actually Move the Needle This Week

    Join the Network Summary: In this episode, Paul shifts away from theory and focuses on immediate, practical actions makers can take to generate momentum in their business. Instead of overthinking strategy, he emphasizes simple, proven moves that directly impact revenue, positioning, and opportunity—many of which are already sitting right in front of you. The core message: you don’t need a full overhaul to grow—you need decisive action. By executing just one or two of these tactics consistently, makers can create meaningful progress in a matter of weeks, not months.  Key Takeaways: Follow up like a professional Most money is sitting in your inbox. Revisit quotes from the past 60–90 days and send thoughtful, low-pressure follow-ups that reopen conversations and create clarity.Raise your prices (without announcing it) Increase pricing 5–10% on new inquiries. This immediately improves margins, filters for better clients, and reinforces your positioning—without needing justification.Create content that actually sells Stop posting just to show work—create content that shifts perception. Talk on camera, explain the “why” behind pieces, and engage your audience in a way that attracts buyers, not other makers.Tighten one system causing chaos Don’t overhaul everything—fix one bottleneck. Whether it’s quoting, client communication, or production handoff, small system improvements reduce stress and unlock capacity.Ask for one strategic introduction One warm intro can change your entire quarter. Make it a habit to ask clients, peers, or your network for connections—especially in high-value circles like designers or hospitality.Join the Network

    12 min

  6. MAR 30

    Why Struggle Is the Shortcut to Success

    Become a Member! Summary: In this episode, Paul reflects on a key insight from Adam Grant’s book Hidden Potential: real learning doesn’t come from comfort—it comes from struggle. He connects this idea directly to building a business, emphasizing that failure, discomfort, and setbacks aren’t signs you’re doing something wrong—they’re the exact process required for growth. Drawing from personal experiences, conversations with his dad, and lessons inside his own company, Paul reframes failure as a necessary investment. Whether it’s losing money on a project, pushing a team beyond their comfort zone, or navigating uncertainty, each challenge becomes a stepping stone toward long-term success. The episode is ultimately a call to lean into difficulty, trust the process, and recognize that success is built through persistence, not perfection.  Key Takeaways: Learning happens through struggle, not comfort The idea of “learning styles” is less important than pushing through difficulty—growth comes from challenge.Failure is not the opposite of success—it’s part of it Every mistake, whether small or costly, provides data and direction for future decisions.Fail fast and fail hard Quick, painful lessons (even expensive ones) are often more valuable than slow, repeated mistakes.Discomfort is a signal of growth If you and your team feel stretched, it likely means you’re expanding your capabilities.Success stories are built on unseen failures Many high-level wins are the result of years of sacrifice, risk, and persistence behind the scenes.Entrepreneurship is choosing your “hard” Every path has challenges—building a business simply gives you control over which challenges you take on.Stop beating yourself up Mistakes are not setbacks—they are steps forward if you choose to learn from them.There is no linear path to success Progress is messy, unpredictable, and often nonlinear—but it compounds over time.Join the Network

    14 min

  7. MAR 23

    Luxury Strategy for Makers: Charge More, Sell Less, Build a Brand People Want

    Join the Community Summary: In this episode, Paul reflects on a family trip that did not go as planned, using it as a reminder to keep things real rather than polished for appearances. From there, he shifts into a deeper conversation on luxury strategy and how makers can position their businesses to attract better clients, command higher prices, and create stronger brands.  Paul breaks down the idea that luxury is not about flash or excess, but about story, scarcity, intention, trust, and the feeling a brand creates. He explains how pricing, waitlists, friction in the buying process, and stronger brand presentation can all help makers move away from commodity thinking and toward a more elevated, profitable business model.  Luxury is a feeling, not a finish. Paul emphasizes that real luxury is not about gold, glam, or surface-level polish. It is about the story behind the brand, the intentionality of the work, the trust it builds, and how it makes people feel. Scarcity creates desire. A luxury product is not meant to be for everyone. Paul explains that limited access, fewer pieces, and selective positioning increase perceived value and make the work more desirable. Branding creates belonging. People are not just buying furniture; they are buying identity, story, and status. Paul frames branding as a way for clients to feel associated with something special and meaningful. Price shapes perception. He shares that higher pricing often signals higher value, even before a customer understands the craftsmanship. He also explains that one underpriced product can drag down the perceived value of everything else. Do not run sales if you want a luxury brand. Paul argues that sales undermine trust, invite negotiation, and train customers to question whether the original price was ever real. Higher prices can attract better clients. He shares examples from his own business where raising prices improved both sales and client quality, helping filter out difficult, price-sensitive buyers. Get comfortable with no. Paul explains that rejection is part of better positioning. If everyone says yes, prices may be too low; if everyone says no, the offer may be aimed at the wrong market or positioned incorrectly. Friction can actually help. Appointment-only showrooms, fewer listed prices, and waitlists can increase perceived value by making the brand feel more exclusive and less like a commodity. You are not your customer. One of Paul’s biggest mindset shifts was realizing he did not need to personally be willing to pay his own prices. Makers have to stop pricing from their own wallet and start pricing for the clients they want to serve. Luxury positioning only works if the brand supports it. Strong photos, a polished website, refined tone, and consistent presentation are essential. Paul makes the case that fewer high-quality brand assets are better than a large volume of average ones. Questions or topics for a future episode? Paul invites listeners to reach out at paul@thehandcraftednetwork.com . Join the Network

    29 min

  8. MAR 16

    Why Taking a Break Makes You Better at Business

    Join the Community Summary: In this short, journal-style episode, Paul reflects on something many makers and business owners struggle with: giving themselves permission to step away. As he prepares to leave for a family vacation, he shares why rest is not the opposite of hard work, but an important part of sustaining it. Paul pushes back on hustle culture and the idea that nonstop work should be celebrated. Instead, he makes the case that breaks, reflection, and intentional time away are often what allow business owners to return with more clarity, better ideas, and renewed energy to lead well. Rest is part of the work. Paul emphasizes that building a business does require relentless effort, but that kind of effort only works long term when it is balanced with recovery and reflection.Hustle culture is overrated. He challenges the idea that extreme hours and burnout are something to brag about, arguing that constantly working is not a badge of honor.Time away creates clarity. Some of the best ideas come when you are not forcing them. Stepping back can open up space for better thinking, better decisions, and a healthier perspective.Owning a business gives freedom, but not always true time off. Paul reflects on the tension of being able to take a vacation without asking permission while also knowing that business ownership can feel like a 24/7 responsibility.Systems and support matter. Even while he plans to unplug, the business and brand can continue moving because content, support, and team help are already in place.It is okay to need a safety blanket. Paul shares that he still brings his laptop on trips just in case something urgent comes up, even if he never opens it. That small sense of security can make it easier to actually relax.Taking a break is something makers need to hear more often. The message of the episode is simple but important: stay productive, work hard, but do not forget that you deserve rest too.Join the Network

    8 min
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Ratings & Reviews

4.1
out of 5
13 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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