In this episode of The Hand Crafted Podcast, Paul breaks down how to identify your ideal client—or "avatar"—so you can stop guessing and start connecting. He walks you through a simple, no-fluff process to define who you really want to work with, why that matters for your marketing and sales, and how knowing your avatar can completely transform how you talk about your work. Whether you’re just starting or trying to refine your brand, this 15-minute episode is a must-listen.

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In this episode of The Handcrafted Podcast, Paul dives into Jim Collins’ powerful Flywheel Effect from the book Good to Great—a concept that explains how sustained, consistent effort over time creates unstoppable momentum in business. Paul relates this idea to the world of custom furniture making and other maker-driven businesses, drawing from his own 10-year journey with Philadelphia Table Company.

He emphasizes how slow, deliberate progress—not overnight success—is what builds enduring companies. From delighting clients and earning referrals, to niching down and refining systems, Paul offers real-world strategies to help makers turn single projects into long-term growth. He also shares personal stories about how early cold outreach snowballed into large-scale hospitality collaborations through consistency and word-of-mouth.

Whether you're just starting out or looking to scale, this episode is a reminder that every small push counts—and that great businesses are built brick by brick, not by viral moments.

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In this episode of The Handcrafted Podcast: The Business of Making Things, Paul breaks down the true meaning of strategy for makers and business owners. Using a sports analogy, he explains why obsessing over the "scoreboard" — like sales numbers or social media followers — won't lead to success. Instead, improving your game — your craft, systems, and mindset — is what drives results.

Paul outlines what strategy isn't (buying ads, trying to please everyone, doing a little bit of everything) and what it is(making clear decisions about who you are, what you do, who you serve, and what you won't do). Drawing inspiration from Seth Godin, he emphasizes focusing on a small, specific audience, embracing your uniqueness, and telling a consistent story about your business. He also shares why narrowing your focus, even when it feels scary, is the key to growth.

Paul leaves listeners with three crucial questions to define their strategy:

• Who is this for?
• What change do I want to make?
• What's the story I'm telling?

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