Positioning. Or why most leatherworkers think it's "normal" to make no real money off their products.

Most leatherworkers think it's completely normal to spend 10 hours on a bag and sell it for $150. They call it "fair pricing." They call it "respecting the craft." They call it "staying humble."

I call it self-sabotage.

Because the real problem isn't that customers don't want to pay more. The real problem is that you haven't given them a reason to.

You're Not Selling a Product. You're Selling a Position.

When someone buys a leather bag, they're not just buying stitched hide. They're buying an identity. A story. A version of themselves they want to project to the world.

And if you can't articulate what that identity is — if your brand doesn't stand for something clear and specific — then you're just another craftsperson competing on price.

For instance, are you the maker of rugged, indestructible gear? Then you should focus on Leather Bag Patterns that emphasize structure and durability. Or are you building a brand around sleek, minimalist everyday carry? In that case, your identity starts with mastering Leather Wallet Patterns that look professional, not "DIY."

Positioning Isn't Marketing. It's Strategy.

Most people think positioning is about slogans and Instagram captions. It's not. Positioning is the filter through which every decision gets made:

• What products do you make?
• What materials do you use?
• How do you photograph them?
• What language do you use to describe them?
• Who do you collaborate with?
• What do you say no to?

If you don't have a clear position, you'll say yes to everything. Custom orders that don't fit your style. Wholesale deals that undervalue your work. Collaborations that dilute your brand.

And worst of all? You'll keep your prices low because you're afraid no one will buy if you charge what you're actually worth.

The Trap of "Affordable Handmade"

Here's the uncomfortable truth: if your main selling point is that you're "affordable," you've already lost.

Because there will always be someone cheaper. Someone in a country with lower costs. Someone who doesn't value their time. Someone who's willing to race you to the bottom.

But if your position is clear — if you stand for something specific — then price becomes irrelevant. People don't haggle over a Hermès bag. They don't ask for a discount on a custom Saddleback briefcase. Because those brands have a position. They mean something.

Your work can mean something too. But only if you decide what that something is.

So What's Your Position?

If you can't answer that question in one sentence, you don't have one yet.

And until you do, you'll keep undercharging. You'll keep feeling undervalued. You'll keep wondering why other makers seem to command higher prices for work that's "no better" than yours.

The difference isn't skill. It's positioning.

Figure out what you stand for. Then build everything around that.

Because the moment you stop competing on price is the moment you start making real money.