The Maker´s Choice
Business, maker or both?
What´s inside
You became a maker because you care about the craft.
You learned your craft because you wanted to make something exceptionally well. Then the business arrived.
Pricing. Customers. Visibility. Orders. Enquiries. Demand. Emails. Decisions.
And suddenly, the business that comes with the making is the most annoying part.
It doesn't have to.
Commerce isn´t the enemy.
A business can protect your time.
It can pay for the workshop and materials.
It can allow you to make fewer, better things.
It can give you the freedom to say no.
It can help the right people find your work.
It can make it possible to keep making.
But that doesn't happen accidentally.
If you choose to be in business, the business deserves your attention, too. Not because it matters more than the craft. Because it creates the conditions in which the craft can continue.
A different way to look at the business around your making.
The Maker´s Choice offers a different perspective on what it means to be in business as a maker - and a set of questions to help you stop thinking of the commercial side of your work as something imposed upon you - and start seeing it as something you can deliberately shape.
You'll finish with a clearer understanding of:
what you are actually trying to protect
what you are willing to change
what the business needs to make possible
where commercial reality is currently asking something of you
and which questions you need to answer next
You get to make a choice.
Maybe you don't want a business. That's a valid choice. Maybe you do. That's a choice, too. But if you decide to be in business, you can no longer treat the business as something that happens around the making.
It becomes part of what you are choosing to build.
Launching Fall 2026. Join the waitlist to get early-bird access and exclusive insights before the official release.
The Maker’s Choice is a digital book for makers who want to understand what it really means to be in business without compromising what makes their craft worth making.
It offers a different perspective on the relationship between craft and commerce - and a set of questions to help you decide what being in business means for you.
Launching Fall 2026. Join the waitlist to get early-bird access and exclusive insights before the official release.
01 - START WITH WHAT YOU HAVE
What you already bring to the business.
02 - THE BUSINESS AROUND THE MAKING
The decisions, processes and work around the craft that also need to be designed.
03 - WHAT MATTERS
What you want the business to protect.
04 - SET YOUR GUARDRAILS
What you will - and won't - compromise.
05 - COMMERCE IS NOT THE ENEMY
What a business can make possible for the craft.
06 - PRICE TO PROTECT
What pricing has to make possible.
07 - BE FINDABLE
Why visibility is a business responsibility.
08 - MAKE THE VALUE VISIBLE
How brand helps people recognise what makes the work worth choosing.
09 - KNOW YOUR LIMITS
Why more demand isn't automatically better.
10 - SEE THE WHOLE
How pricing, visibility, brand and capacity affect one another.
11 - WRITE YOUR OWN RULES
The principles your business has to respect.
12 - THE CHOICE
What it means to deliberately choose to build a business around your craft.
The Maker´s Business Audit
See where your business is strong - and where it is asking too much of you.
What comes next
Identify the questions you need to answer next.