How Storytelling Builds Trust, Wins Clients and Future Proofs Creative Businesses

How Storytelling Builds Trust, Wins Clients and Future Proofs Creative Businesses

What makes someone choose one creative business over another? In this episode of Yours for the Making, Robin Johnson sits down with filmmakers Sam Christmas and Agatha Appleton-Sas, founders of True Story, to explore the power of personal storytelling, brand films, creative identity and human connection. Sam and Agatha share how True Story was born during Covid from a desire to tell meaningful human stories rather than help large companies sell products. Together they discuss the process behind creating Johnson Bespoke's new brand film, the importance of discovering what makes a business unique, and why personal stories create trust in ways traditional marketing cannot. The conversation explores creative entrepreneurship, filmmaking, branding, authenticity, client relationships, the impact of AI on creative industries and why human stories are becoming increasingly valuable. Sam and Agatha also share advice for young creatives, lessons from their own careers and their belief that human connection will remain the foundation of successful creative businesses. Key Topics Covered * How True Story was created during Covid * Why storytelling matters more than traditional marketing * The discovery process behind a powerful brand film * How personal stories attract better clients * Building trust through authenticity and transparency * Why creative businesses should lead with people, not services * The role of filmmaking in branding and business growth * Human connection in an AI driven world * Creativity, confidence and overcoming fear of failure * Advice for creatives building their own business Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms. Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 Why Sam started True Story during Covid 03:15 Meeting Agatha and building a creative partnership 08:09 Robin's experience creating a brand film 17:19 Why personal storytelling creates trust 21:58 The power of human centred filmmaking 25:01 How the film changed Robin's confidence in his business 27:27 Why people buy into people before products 31:15 Storytelling versus competing on price 38:27 The process behind creating a brand film 43:27 Why editing takes far longer than people realise 51:15 AI, creativity and the future of human storytelling 58:30 Human connection in a technology driven world 01:04:35 Advice for young creatives 01:09:02 Where to find True Story

How Supply 91 Became One of London's Most Awarded Barbershops with Maxwell Oakley

What does it take to build a barbershop that clients actively recommend, industry leaders recognise, and customers keep returning to? In this episode of Yours for the Making, Robin Johnson sits down with Maxwell Oakley, co founder of Supply 91 Barbers Extraordinaire, to explore how a small lockdown startup grew into one of London's most respected barbershop brands. Maxwell shares the story behind Supply 91, from opening a tiny Islington shop with furniture from Ikea and very little cash, to winning GQ Barber of the Year and expanding across London. The conversation explores customer experience, hospitality, business growth, staff training, company culture, leadership, client retention, marketing, data, and the realities of scaling a service based business. Along the way, Maxwell discusses working with celebrity clients, why listening is the most underrated business skill, the importance of hiring for attitude, and how strong systems help creative businesses grow without losing their identity. If you run a creative business, work in hospitality, own a salon or barbershop, or want to understand how customer experience drives growth, this episode offers practical insight from someone building one of the most talked about brands in the industry. Key Topics Covered * Building Supply 91 during lockdown * Growing from one barbershop to four London locations * Winning GQ Barber of the Year * Why listening creates loyal customers * Customer experience and hospitality lessons * Hiring for attitude over technical skill * Creating a strong company culture * Training barbers and developing talent * Using customer data and retention metrics * Expanding a premium service business * Celebrity clients and cutting famous faces * Launching a new hair product for men Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms. Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 How Supply 91 started during lockdown 02:34 Winning GQ Barber of the Year 03:53 The secret behind customer loyalty 08:05 Why craft fundamentals matter 13:43 Growing from one shop to four locations 15:30 Creating a premium experience for men 16:40 Why barbershops build community 21:45 Hospitality lessons every business should learn 25:26 Building culture through onboarding and training 31:10 Hiring attitude over skill 33:10 Scaling a business without outside investment 39:05 Why every business needs a great accountant 42:00 Risk taking and business growth 48:38 Using customer data to make better decisions 50:45 The power of client retention 55:02 Working with celebrity clients 59:34 Advice for his 18 year old self 01:00:43 The future of Supply 91 and new product launches

How Lulu Jacobs Turned Pottery Into a Full Time Creative Career

Potter Lulu Jacobs joins Robin Johnson to discuss leaving a career in branding and marketing to pursue pottery full time. Lulu shares how a short course at Turning Earth turned into a full creative obsession, leading her to build a pottery business from a garden studio while raising a young family. The conversation explores the emotional highs and crushing failures of ceramics, the reality of selling handmade pottery, the pressure of social media, and the challenge of balancing creative freedom with commercial work. Lulu also talks openly about working with difficult black clay, building an audience online without becoming fake, and why bravery matters more than confidence when building a creative career. Key Topics Covered * Leaving marketing to pursue pottery full time * Learning ceramics through Turning Earth * Building a pottery studio at home * Why social media feels uncomfortable for makers * Authenticity and community on Instagram * The challenge of working with black clay * Glaze chemistry and kiln failures * Selling handmade pottery profitably * Restaurant commissions and wholesale pottery * The impact of The Great Pottery Throw Down * Functional pottery versus art pottery * Creative risk taking and overcoming fear * Pottery as escapism and meditation * Imposter syndrome in creative industries Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms. Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 Leaving branding and discovering pottery 01:27 The Turning Earth course that changed everything 02:40 Learning pottery privately through failure 03:58 Building an authentic pottery audience online 05:57 The nightmare and beauty of black clay 10:50 Growing up around pottery studios and kilns 15:18 Why pottery feels addictive 18:30 Opening the kiln at midnight 20:35 The financial reality of handmade pottery 23:35 Landing a first restaurant commission 26:58 The impact of The Great Pottery Throw Down 35:15 Pottery as escapism and meditation 42:24 Creative freedom versus commercial work 46:56 Florian Gadsby and the pottery creator economy 49:07 Pottery content creators and social media culture 58:32 Advice to her 18 year old self

How Helen Welch Built One of London’s Most Respected Furniture Schools

Helen Welch, founder of the London School of Furniture Making, joins Robin Johnson for a direct conversation about teaching craftsmanship, surviving as a maker, and why furniture making still attracts people desperate to work with their hands instead of staring at screens all day. Helen reflects on leaving school early, training as a carpenter and joiner in 1980s London, and eventually building a furniture school that now teaches joinery, steam bending, furniture design, carving, and specialist woodworking skills in Camden. The conversation explores the reality of making a living in furniture making, the financial barriers facing young makers, the decline in apprenticeships, and why business knowledge matters just as much as craftsmanship. Helen also shares her thoughts on resin tables, Nakashima furniture, teaching for over 30 years, and why many people entering woodworking today are searching for something more meaningful than office work and finance careers. Key Topics Covered * Why Helen left furniture making for teaching * Building the London School of Furniture Making from evening classes * Apprenticeships in carpentry and joinery during the 1980s * Why furniture making businesses struggle financially * The rise of finance workers entering woodworking * Steam bending, Kumiko, carving, and specialist furniture courses * Why resin river tables became so popular * George Nakashima and authentic furniture design * The challenge of making affordable solid wood furniture * Why many people use woodworking to escape screen based work * How apprenticeships have changed in Britain * The importance of business knowledge for makers * Why passion matters in craftsmanship * Balancing teaching, creativity, and family life Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms. Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 Helen Welch on building the London School of Furniture Making 02:03 From carpentry apprentice to furniture teacher 05:31 Why making furniture for clients stopped being enjoyable 08:47 The courses taught at the furniture school 10:41 George Nakashima and the problem with resin tables 18:41 Why people are turning to woodworking again 20:18 Finance workers learning furniture making 23:42 Bringing specialist carving and Kumiko instructors into the school 30:11 The reality of earning a living as a furniture maker 33:38 Why furniture making is financially difficult 39:28 Why makers must understand business 40:26 Former students now running successful workshops 42:31 Expanding into a larger workshop in Camden 45:51 Why apprenticeships are no longer long enough 50:10 How great apprentices learn faster than everyone else 55:19 Advice Helen would give her 18 year old self

How Simon Thomas Pirie Built a Bespoke Furniture Business That Lasted 30 Years

Robin Johnson sits down with furniture maker and designer Simon Thomas Pirie to discuss the reality of building a long term creative business in Britain. Simon shares his journey from studying fine art and discovering woodworking through Hook Park, to running a respected bespoke furniture workshop in Dorset for nearly three decades. The conversation explores furniture design, apprenticeships, CNC technology, kitchens, direct client work, workshop culture, scaling a creative business, and the pressure of balancing craftsmanship with commercial survival. Simon also reflects on leadership, hiring the right people, working with architects and interior designers, and why British furniture making struggles without proper industrial support. Key Topics Covered * Building a bespoke furniture business from scratch * Hook Park and the influence of John Makepeace * Fine art, furniture design, and creative career paths * The reality of running a small workshop business * Why direct client relationships matter * Kitchens versus freestanding furniture projects * CNC machines and modern furniture production * Hiring apprentices and training young makers * Workshop culture and team dynamics * Expanding into larger workshop spaces * British furniture making versus European manufacturing * Creative burnout and staying inspired after 30 years * Garden bench production and Chelsea Flower Show * Working with architects and interior designers * Legacy, craftsmanship, and long term creative work Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms. Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 Growing up around woodworking 01:41 Discovering furniture making 02:48 Learning at Hook Park 05:20 Teaching furniture design 08:25 Starting the workshop 10:14 The struggle of solo makers 11:30 Kitchens and commercial projects 16:30 Design influences and style 21:50 Expanding the workshop 26:36 CNC technology and production 31:42 Workshop culture and apprentices 50:45 Problems with creative education 58:59 Becoming a furniture maker 01:02:57 Bespoke furniture versus products 01:08:03 Recycled timber projects 01:09:02 Advice to his younger self