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.
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