#543:Jonathan Ward/Icon 4x4 "Handmade"
Dean Delray's LET THERE BE TALK
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The Importance of Self-Awareness
The most expensive products we do are the one offs, the derelicts and the reformers. They're like 5% profit margin and they take two to three years to build. The man made hours of building this stuff is beyond. And that's why as we're walking around your shop today, I was like, oh, well, these are definitely not 90 grand anymore. You could just tell what's going into it. It's a little happy space and it's justified by the relative scale or repeatability of the other stuff we do. Yeah. There's a time Jesse was making like quarter mill a month. He made more of a chopper that you're shitting on
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