Join the network. Summary:As makers, we often assume customers value the same things we do. But the details we obsess over—perfect grain matching, a single-maker process, sustainability, or endless customization—may not be the reasons customers choose us.In this episode, Paul explores the importance of understanding who your work is actually for and what those customers truly value. He challenges makers to separate customer needs from personal preferences and ego—and to question whether the “moat” protecting their business might also be keeping them trapped.Key TakeawaysNot every product, service, or creative choice is meant for every audience.Ask customers why they chose you instead of assuming you already know.The details you value most may not be the details your customers value.Great craftsmanship should serve the customer—not just the maker’s ego.What helped build your business may not be what takes it to the next level.A competitive moat can protect your business, but it can also limit its growth.When you encounter a reason you “can’t” grow, examine whether that limitation is real or self-imposed.Ask yourself: Who am I doing this for, and what are they actually coming to me for?Join the Network

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“What did the council decide on item 42?” — answered with the speaker and the moment.