JOIN THE COMMUNITYSummary:In this Office Hours episode of The Handcrafted Podcast, Paul answers four listener questions from makers navigating the realities of running a craft business. The conversation covers practical topics ranging from using Instagram strategically to deciding whether “cool” projects are worth doing, maintaining quality as you hire, and improving efficiency in a custom shop.Drawing from his experience building Philadelphia Table Company, Paul shares lessons on engagement-driven marketing, protecting profitability, creating systems for quality control, and balancing custom work with scalable collection pieces. The episode offers honest insight into the operational challenges makers face as their businesses grow.Key Takeaways:Instagram growth comes from engagement, not just followers. Actively comment, message, and interact with interior designers, photographers, and adjacent creators so the algorithm begins associating your work with those audiences.Look for strategic “network hacks.” Paul shares how hiring a photographer commonly used by interior designers helped get his work in front of their audience and generate new leads.Don’t work for exposure. Portfolio projects can sometimes be worthwhile, but relying on exposure or discounted work rarely produces meaningful business.Balance passion projects with profitable work. It’s okay to occasionally take on a project for learning or portfolio value, but filling your schedule with them can hurt your business.Quality control requires clear standards. As you hire makers, create written checklists outlining non-negotiables—finish quality, feel, mechanical function, branding, and other details—to maintain consistency across the shop.Document systems before scaling your team. Start using your own checklists and processes now so new employees can follow the same standards later.Custom work creates complexity. Each custom project introduces new variables that slow production and add logistical challenges.Collection pieces increase efficiency. Pre-designed furniture with standardized materials, finishes, and jigs allows shops to work faster and more profitably.Use custom work to develop product lines. Many successful pieces begin as custom projects and later evolve into repeatable collection items.Strong systems make custom work scalable. Organized project management, clear production schedules, and streamlined processes help prevent custom shops from becoming chaotic.Closing:Paul emphasizes that he’s still figuring these challenges out in real time and shares what’s working inside his own shop so other makers can learn along the way. Listeners can submit future Office Hours questions by emailing [email protected] or join the Handcrafted Network community through the link in the show notes.Join the Network

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