The nomadic truck camping lifestyle has been incredibly freeing, not only is cheap and accessible to most anyone, but it can take you beyond places you even imagined. One book that I’d recommend to all newcomers to this lifestyle is Bob Wells’ How to Live in a Car, Van, or RV, which will help you better understand the ins and outs of this lifestyle.
While we were painting all of the walls in our workshop our plumber dropped by to hook up an old laundry tub sink that we’ve had for several years. Now, he hooked up to the cold water line on an outside water faucet, so we’ll only have cold water but still this will be really convenient to have this right here in this shop. Well we’re about to set our last base cabinet, and once they secure that well to the wall we can start on all of our countertops.
Shops have value on many different levels. There is the sat­isfaction of having a place to create and work on projects that is hard to quantify, but definitely improves your quality of life. There is the value to your small business of having space in which to work wood and thereby generate income. There is the dollar value of the build itself, which will be a consider­able investment and, finally, there is the resale value of your property after you’ve added your shop. Before you go too far, though, it’s worth asking a local real-estate agent about the potential return on your investment in your area; generally shops won’t add significantly to the value of your property, so it’s worth thinking carefully about what else the space could be used for if you were to sell. The decision about whether it is worth it to build is a matter of balancing all these factors: projected sales balanced against the cost; the cost of build­ing is balanced against what it will be worth when you sell. Woodworking can be a creative outlet, can give you a sense of mastery, and even be a way to give back to your community by donating beautiful pieces to local charities for fundraising auctions, or creating pieces that future gener­ations will inherit. Ultimately, the value of a shop might come down to the emotional and social returns that it will pay you and the people around you for years to come.
The number of windows, as well as their sizing and placement, depends on your orientation, view, desire for ventilation, and needs for daylight and solar gain. Orienting more of your windows towards the south side of your shop and placing them high enough that they are shaded by the eaves in summer, but allow lower-angle winter light to come in, will increase your ability to get free light and heat from the sun. If your goal is to take advantage of passive solar opportunities, make sure that you carefully research the type of glass that is in your windows and look for something with a high solar heat gain coefficient. Higher windows generally allow for benches and tools beneath them, and relatively win­dowless north walls may be a place to arrange wood storage or mechanicals.
Use the scrap piece of plywood to map out the angle for the speaker stand legs. Decide the height you want for the base of the speakers, and make a mark on the plywood (32 in. for us). Mark the depth of the speaker (13 in.). Lay the 1x4 board assembly on the plywood, lining it up with both the corner of the plywood and the 13 in. mark from the edge. Scribe along the 1x4 board assembly, take the assembly away, and find your angle with a protractor or speed square (17 degrees for us). Cut that angle onto one end of the 1x4 board assembly.
Ok, the leap from $1,000 to $2,500 is a big one.  I certainly didn't make it at one time.  It took me years.  But I know folks that decided they wanted to get into woodworking and dropped at least $2,500 getting themselves outfitted.  When you do make the jump, the thought process becomes much less about making sure you can get the job done and becomes more about having quality tools to get the job done.
Hey Marc. Just wanted to send a huge congrats your way for this milestone. It’s been pretty awesome to follow you on this journey since I discovered you on iTunes some 5 or 6 years ago. Mad props for what you’ve done to grow and enhance the online woodworking community as well as woodworking as a whole. I think with todays generation (as well as future generations) growing up behind a computer, the work that you and the rest of the podcasting world do will go a long way towards bringing new people into the craft. I hope that in the future you are able to start a series of videos showing how you introduce Mateao to the craft. Keep up the awesome work!

Well I’ve been kind of fighting that, because I wanted to keep it open to where you could have the flexibility of moving things in and out. It probably makes sense. Actually have another old set of cabinets I thought about putting here, maybe put some really good casters on it to where you could keep it here. I’m also, wanted to be able to store like drum sander, other things that can go under it and then you can take those out and put them on this.

I have to agree with these folks....I have a two car garage/workshop that needs to double for ski waxing, bicycle storage and house repairs. I have a Hybrid Table saw, 6" jointer, 13" planer, a shopsmith that serves as drill press, lathe and band saw, dust collector, two work benches...and everything has been designed to roll away, under, above something else...I can set up and tear down in about ten minutes, because at the end of the day, I always have to park two cars in the garage. Always great to look at the great dream workshops, but thought that they should do an article on guys like us, that have to fit several hobbies into one spot. I seem to spend a lot of time planning, and re planning the garage space to try and fit the next tool. I dream about the day I will get a place that I can dedicate to my tools, but until then, I just buy things with wheels.
Sprinter vans have been around for awhile, but they’re still the new kid on the block. These vans are especially known for their interior height, long wheelbase, and boxier shape - making them ideal for building out a spacious, functional living space. This category includes the original Mercedes/Dodge Sprinters, as well as Ford Transits and Dodge Promasters (check out this article and this helpful graphic for more information on the differences between these).
They’re also very energy-efficient, so they won’t be a heavy load on your batteries. The best 12V fridges use highly-efficient compressors that have very low power draw (0.7 - 3.0 Amps per hour, depending on the model and the ambient temperature). They’re also well-insulated and feature top-open lids, which prevent the cold air at the bottom of the fridge from escaping when the lid is open.
As a retailer, it's possible to use furniture, displays, racks, and other tools to create a clear path for your customers through your store. This will vary greatly depending on the size and your general store layout. However, you know that most North American customers will naturally turn right — so, your next job is to make sure that as they do, they also continue walking throughout your store to gain the maximum exposure to your products. This not only increases the chances of them making a purchase, but a well-thought-out path can be a great way to strategically control the ebb and flow of foot traffic in your store. 

A battery isolator allows your vehicle’s alternator to charge your auxiliary batteries while you drive, and keeps everything separated so you don’t drain your starting battery. Since we installed our Keyline Chargers Dual Battery Smart Isolator, our batteries are almost always fully charged. It’s also very simple to install - the toughest part is running the cable inside your van from the engine compartment.
If you dream of devoting your life to a cause you believe in, it might be time to start a nonprofit. You’ll need to incorporate your business and file for 501(c)(3) tax-exempt status -- and then you’ll be required to meet ongoing standards of compliance, but the payoff is making a meaningful impact on a cause you believe in. Want to do good while still making a profit? Consider social entrepreneurship.
It's a well-known fact in the retail community that in North America, 90% of consumers turn right unconsciously upon entering a store. The first wall they see is often referred to as a "power wall," which acts as a high-impact first impression vehicle for your merchandise. So, be sure to give it extra special attention in terms of what you choose to display and how you display it.
A business license gives you permission to run a business within a particular territory. It is important to note that not all local governments require you to obtain business licenses, while others only require them for specific business types such as bars or restaurants. To determine whether or not your state or business type requires you to obtain a license visit SBA.gov for state-specific license and permit information.
Since your business name is often the first thing potential customers will see or hear, think of it as one of your key tools for leaving a lasting impression. The right name, like a firm handshake, can play a role in your brand’s perception. So make sure it’s strong, catchy, and unique, but most importantly sends the right message about your business.

A very simple countertop but one that should work great for our workshop, now we’ve already applied one coat of polyurethane to kind of seal up the plywood. Now we’ll be applying another coat once that dries to give it a little bit of durability because this thing will get a lot of abuse. Now Tim’s applying the same kind of clear sealer to our little rolling workbenches here, and I think this is a great idea, we’ll be able to roll these out, lock down the casters on the bottom then you can have a drill press or any other bench top tool that you can work on, then when you’re finished with them you can roll it right back, tuck them up against this wall and it serves as a good storage unit and gives you the chance to keep the workshop wide open for some of the larger projects we might be working on.
A good starting point here is to write down two or three keywords that you think define your brand and then allow all your design choices to be guided by those words. For example, a local cheese shop could be organic, artisanal, and authentic; a wine bar could be sophisticated, 1920s, French; or a local specialty food store could be gourmet, helpful, natural.

I know in Missoula the garbage men do not like unbagged dust chips. They sent my friend a warning notice in the mail. Do you pull your drum out to the garbage and let the dust fly or dump it into a bag? My friend has garbage cans with 33 gallon liner which he pulls out of a sealed dust collection box beneath the cyclone… then he uses a hand truck to haul it out to the alley and then puts a fresh can in the box. It seems like a simple dust management method by not handling the dust by either scooping or dumping it out into a bag. I am always trying to think of ways to have less contact with harmful dust particles and I am curious as to how others handle the situation. Have a great weekend!
This holds a lot of stuff but mainly our handheld power tools, so it needs to support a lot of weight. Any shelf in a workshop will probably wind up supporting more than you initially planned so build it as strong as you can and don’t scrimp on the materials or the fasteners you use to hang it. Now the next step is to install our recycled cabinets that will line the wall under the shelf. Now these cabinets are a little plain but that should work great for a shop like this. Even if you don’t own a remodeling company you can usually find these things pretty inexpensively from salvaged warehouses which recover them from renovation projects then resell them to the public.
I don’t think you have run into this problem, but I have to deal with condensation in the cap as I live in a moist climate. I was thinking of an old van type roof vent with fan for active ventilation, or drilling holes along the side of the cap, inserting short cuts of pipe with fine screens (mozie land), and capping them. This way I could control for rain, cold, etc., but create some passive cross ventilation at roof level.
I will challenge myself to use this space creatively to tell the story of each year. Ultimate Small Shop Guide When I started thinking of all the possibilities, it really inspired me to start getting organized and collecting some great memories. And don’t limit yourself to just photographs, your scrapbook pages can really be accentuated by other types of memories. Here are some ideas to get you started. Looking for some great Halloween crafts for your Halloween party, haunted house, or just for trick-or-treaters? A fun craft is something that can keep you occupied for hours on end especially if you enjoy it. Here are some ideas that will hopefully set you on your way in preparation for your next Halloween…If you live in a house that has a wood-burning fireplace, then chances are that you have access to tree stumps or large blocks of wood. These are great for making stands for your Jack O’Lanterns. You could use a chisel to slightly hollow out the middle of the stump so that the lantern can sit stably or simply use some Blu-Tack or Velcro. Get some small or mini pumpkins and hollow them out to use as candle holders. If open flames are out of the question, you can put glow sticks instead of candles for a different effect. You can carve, draw or paint faces on the pumpkins too. Instead of pumpkins, you could use apples as well. Ensure that you choose apples that sit well and flat or cut off the bottom to make a flat surface. Remove the stem and cut around it deep enough for the candle. It is best to use taper candles for a better fit. Get a large pumpkin and hollow it out to use as a salad bowl or to serve fresh vegetables. Cut off the top, hollow and clean it out and let it dry in the sun. You could carve a jagged edge design on the top. Do the same with some smaller or mini pumpkins to use for dips or salad dressings. Make a scarecrow in your front yard. You need two pieces of wood, one put into the ground and the other nailed across for the arms. Use old jeans and a shirt and stuff them with newspaper. Add some straw for effect. You can use a plastic pumpkin for the head and draw a face on it. This makes a great Halloween craft for the whole family. Tie glow sticks to helium balloons and let them float around the house. Ensure that some string extends below so that people can easily reach them if they get stuck somewhere or simply to play with them. Use publicly available Halloween fonts on your computer to make banners or invitations for your party. It’s a fast, easy Halloween craft you can use instantly to enhance your party theme. Ultimate Small Shop Book Print them onto inkjet iron-on transfer paper and put them onto your favorite t-shirt or Halloween outfit. A visit to your local hardware store for some basic items and you could make your own tombstones transforming your garden into an instant graveyard. Paint them grey to resemble stone. Do not worry about the details as it will be dark, but do put on some exciting or scary wordings. By the way, your local hardware store is loaded with Halloween craft ideas.
Other important power tools—A good jigsaw will help get you through many tasks, particularly cutting curves, that would otherwise require a bandsaw. Look for one with blade guides that keep blade deflection to a minimum. A handheld drill is also essential. A quality corded drill is much less expensive than a cordless one, and will never leave you without a charge. Also look for a quality random-orbit sander with a provision for dust collection.
I’m a 60 year young widow who just bought a bright yellow 2003 S10 step side with the intention of camping in it. But I discovered that finding a used S10 step side topper is harder than finding hen’s teeth!! Buying a new one wasn’t an option. Just found a black step side topper for a Ford Ranger. Isn’t a perfect fit but it works. And the colors compliment each other although color wasn’t my primary concern. I took two days to drive from the St. Louis area of MO to the Kansas City area to pick it up.

With such an unstable job market and it being harder to get employed, more people are moving into entrepreneurship and being self-employed than ever before. Woodworking is a fantastic business opportunity, but you might feel that you don’t have the space or money to set up your own workshop and sell your goods. If that sounds like you, then you should check out Ultimate Small Shop by Ralph Chapman.
We cut the supports 16 in. long, but you can place the second shelf at whatever height you like. Screw the end supports to the walls at each end. Use drywall anchors if you can’t hit a stud. Then mark the position of the middle supports onto the top and bottom shelves with a square and drill 5/32-in. clearance holes through the shelves. Drive 1-5/8-in. screws through the shelf into the supports. You can apply this same concept to garage storage. See how to build double-decker garage storage shelves here.
I used to keep screws in a cof- fee can, but when I reached in with my hand, the screw points pricked my fingers. The can was also a dust and dirt depot. I bought a clear water bottle with a pop-up lid and poured screws into the bottle with a funnel. The screws stay clean, and I can shake them out of the bottle one at a time. — Bruce Burley. Hardware Storage: DIY Tips and Hints
I’m picking up a 4×4 Extra cab pick up tomorrow and selling my current 97 Tacoma. It’s older and it’s got a lot of miles but it still has a lot left to go. Mine is available in the 3 grand range. They’re hard to find and all the rust free trucks are out here in the west but mine is one example of many good Tacos that are available at an affordable price that will fit the bill perfectly.
At least once a year I want you to set aside some time (I’m talking about a large chunk of time - like a day) and I want you to write down everything you want to accomplish this year or next year (or whenever you are planning for). I tend to plan for a whole year, but you can try 3-6 months to help you get started. Take away any and all distractions because it’s important that you are super focused on what you want to accomplish for the year. This is the time to let your ideas flow, don’t hold back. Things on this list can include: Launch your own website, release a new invitation line, and work on my Instagram account. Don’t overthink, just write down what comes to your mind and whatever your heart desires. There will be time later to refine what you have written down. When you are starting to brainstorm your goals, I would suggest that you first start off writing them on a notepad like this. And then once you are done, you can move them over to a task organizer like this.
You need an out-feed table to support work exiting the table saw and band saw. By placing the tools close together, I was able to make one out-feed table that works for both tools. I put four pivoting wheels on the table, allowing me to shift the table in any direction. By placing a shelf below the table, I gained some much needed storage space for portable power tools. Finally, since this is a large work surface, the table also serves as a true, flat assembly table.
Ultimate Small Shop goes beyond the ambit of Amazon, Home Depot and Lowe’s to help woodworkers start their workshop for less than $1,000. Woodworkers will find answers to questions related to the budget, planning, required tools, critical setup factors and more. The guide has been put together by Ralph Chapman, a coach with more than twenty five years of experience in woodworking. Chapman is the small shop expert and what he recommends is not speculation or best case scenarios. He has done it himself. He is now sharing his experience along with expert recommendations so you can begin your woodworking journey right at your home.
If you have some experience under your belt, put it to good use as a life or career coach. Many of us are looking for guidance in our careers -- and finding someone with the time to mentor us can be tough. Life/career coaches don’t come cheap, but they are able to offer clients the intense and hands-on training and advice they need to make serious moves in their personal and professional lives. After all, sometimes everyone just needs some uplifting advice.
As Kizer & Bender always tell retailers: Put it on paper. If you haven’t settled on your store layout—or even if you have—the first thing you need to do is work your plan out on paper before you start moving things around in your store. Putting it on paper helps give you a clearer picture of the desired result and any potential issues before getting started. Remember, many small retailers find that a mix of floor plan and layout styles works best.
Do you have a business license? Do you have a permit to open a food service establishment issued by the local health department? Are you applying for a permit to modify the building you wish to occupy? Do you have a health permit from the county health department? Do you have a signage permit? How about an alarm permit from your city or county fire or police departments? These are just a few of the questions you need to ask yourself.
Boy you guys are spoiled, lol. There will always be at least some echo in the shop. I wouldn’t judge the acoustics based on this video though since the shop was still being put together at the time. No cabinets and no floor tiles, so the echo is to be expected. Have you seen the latest video? http://www.thewoodwhisperer.co.....rock-star/ The sound is dramatically improved over the Dream Shop video and all I did so far was add a few floor mats here and there. By the time the cabinets are in and I get some nice rubber floor tiles in place, the sound should be at least to the level of the old shop if not better. Right now though, my priority is on building a bed and I do consider the current sound to be “acceptable” for web videos. I’ll focus on tweaking things when I finally get some spare time. Considering adding some acoustic tiles to the ceiling.

You might be thinking your business aspirations are too ‘early-stage’ to merit investigating the permits required to run your small business. You’d be wrong. The costs and requirements of staying on the right side of the law should be factored into your initial business plan and ongoing projections. In the long run, this will save you time, money and heartache.
Many DIY campervans have kitchen units that are directly behind the cab, sealing it off from the rest of the van. These layouts offer increased privacy and stealthiness, especially if you completely wall off the cab, and open up some space in the back of the van. This layout can be paired with a lengthwise bed, fixed bed, or convertible dinette bed. You can also place your propane and water connections right by the door, making refill easier.
I get all the zen I need from Dunkin Donuts. :) Actually, I am reserving judgement concerning sound at this point and here’s why. I worked in a 1000 sq ft shop for the first 5 years of this show and never had any echo complaints. That was with 16 ft ceilings. The new shop was pretty unbearable to talk in when it was empty and became quite tolerable when filled with the initial equipment. With the addition of the floor pads and cabinetry, I am pretty confident the echo will be reduced fairly close to the previous shop’s level. If not, I’ll have to consider my options, because there’s no way I’m hanging drapes in my shop, lol.

A good starting point here is to write down two or three keywords that you think define your brand and then allow all your design choices to be guided by those words. For example, a local cheese shop could be organic, artisanal, and authentic; a wine bar could be sophisticated, 1920s, French; or a local specialty food store could be gourmet, helpful, natural.
The cheapest and easiest way to supply fresh water to your sink is with refillable plastic water containers. There are many styles available, including jerry-can style containers, the extremely common Aqua-Tainer, or standard 5-gallon water cooler jugs. Which one you go with really depends on personal preference and the dimensions of your kitchen cabinets.

If this all sounds too complex for you, there are alternatives. Thanks to advances in technology, there are tools available that help simplify bookkeeping and accounting so that you don’t have to hire a full-time accountant to take care of the basics. We’re big believers that a technology-led approach to running a small business will leave you with more actionable insights, more time to focus on your day-to-day operations, and ultimately, more money. For details on the cloud-based technologies that more and more businesses are relying on, make sure to check out our cloud-based business guide.
The router—The router is the master when it comes to flexibility. Its potential far exceeds trimming and decorative edge treatments. A router will cut mortises, rabbets, and dadoes, and adding a router table builds in even more versatility, including biscuit joinery and raised-panel doors. But where the router distinguishes itself from all other tools is in its ability to produce identical parts using a pattern. 

Spacious pathways are a key aspect of good store planning. In fact, it tops the list of retail experts’ store design tips. Heshy Lovi, Sales and Marketing Director for M Fried Fixtures, recommends aisle widths of four feet or more. This, he says, ensures your aisles and pathways will be comfortable for all customers, including those using strollers or wheelchairs.
It is particularly important that you think about your customer’s experience holistically. Big-box retailers have long understood that people have five senses and that those senses affect decision making in a profound way. Whether it’s through intelligent lighting, the right music selection, or the careful piping in of a beautiful scent, smart retailers have learned the art of manipulating customer mood — whether they need you excited about a sale or relaxed and in the mood to hang around.
Hand tools offer the finesse and precision you just can’t get with anything else. There’s a sense of satisfaction you get from working the wood rather than machining it. After all isn’t that why you got into woodworking? Again there are a vast array of tools but narrow it down to a core range and you’ll have the confidence to complete a number of jobs.

My contention has always been that you can build a serviceable shop in your home, develop your hand skills, and make fine furniture. In the past year, I had an opportunity to build a shop from the ground up after moving to a new home. I found a house with an unfinished basement, and set to work. In this article, I will discuss everything from layout, to electrical, to equipment selection. I intend to name names with respect to equipment, so that readers will know what I chose. Everyone’s budget will be different, but I think almost everyone will be able to treat this as a starting point, and adjust accordingly, depending on their own budget.
While we were painting all of the walls in our workshop our plumber dropped by to hook up an old laundry tub sink that we’ve had for several years. Now, he hooked up to the cold water line on an outside water faucet, so we’ll only have cold water but still this will be really convenient to have this right here in this shop. Well we’re about to set our last base cabinet, and once they secure that well to the wall we can start on all of our countertops.

I bought an energy-saving outlet strip for my TV and its components. One outlet controls several other outlets on the strip, so when I turn off my TV, the adjacent controlled outlets for my VCR, DVD player and receiver sense that no current is going to the TV anymore, and those outlets shut off. Then I decided to try it out in the shop. I use it with my router table, disc sander and orbital sanders, so when I flip one of them on, my shop vacuum also starts up to take care of dust collection. It also has two outlets that are independent for other accessories you’d like on all the time. You can buy the outlet strips at amazon.com. One choice is the Belkin Conserve Socket with Energy Saving Outlet (about $30). — D. Linley. Plus: 30 more smart tips for working in your home shop.
Minor variances are applications to your municipality to suspend a particular by-law to allow your project to proceed, based on common sense or precedents set by other buildings in your area. If your municipal committee of adjustment denies permission because a neighbour voices concern over the development, you would have to appeal the decision to the municipal board of your particular province. In that case, you may be better off looking for another piece of property with an existing structure that you could renovate, more relaxed zoning regula­tions, a larger lot, or more congenial neighbours. 

Nicole and I decided not to go public with the cost of the build. Although we are very open about most things, we are a little uncomfortable about making an expenditure of this magnitude public knowledge. Furthermore, unless you live in the Phoenix area and plan on building the same size shop with the same patio and with all of the same finishing touches and labor requirements, the price isn’t all that helpful to you.

As part of my antique restoration work I do a lot of faux finishing – hence the supply of stains and paints. Since I didn’t want to dust the house, the new shop is not connected to the house heat and air system. But, having just finished our first winter I now know the shop didn’t get below 45 degrees – and, the oven in the corner can make the shop toasty in no time at all.


“We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”
You’ve probably considered what goods and services you’ll be offering, but have you researched the cost of sourcing your raw materials? How about the cost of turning those raw materials into your finished product? Do you understand how much you’ll need to charge for your products/services in order to cover the expenses of renting a space, paying employees, leasing equipment, and paying for permits and regulations? Moreover, have you considered if the answers to these questions will provide the kind of operating margin you’ll need to pay yourself a salary?
All this is why I recommend you buy the very best stuff available, even if it means going without certain tools initially. Although it wouldn’t be a disaster to spend $1000 on a whole bunch of inexpensive tools, what are you going to do when you’ve outgrown the capability of these tools and want to upgrade? You’ve now got to somehow get rid of the cheap stuff and replace it with something better. This isn’t easy and it’s always the most expensive way to go.

I get all the zen I need from Dunkin Donuts. :) Actually, I am reserving judgement concerning sound at this point and here’s why. I worked in a 1000 sq ft shop for the first 5 years of this show and never had any echo complaints. That was with 16 ft ceilings. The new shop was pretty unbearable to talk in when it was empty and became quite tolerable when filled with the initial equipment. With the addition of the floor pads and cabinetry, I am pretty confident the echo will be reduced fairly close to the previous shop’s level. If not, I’ll have to consider my options, because there’s no way I’m hanging drapes in my shop, lol.

Many retail fixture and display companies provide store planning and design services to their customers. Though typically not free, these in-house design services can be far less expensive than hiring an independent designer. Plus, they can help streamline the process of store layout and planning, along with the purchasing and installation of displays and fixtures.


While a single great product can’t usually support a whole business, it is beneficial to select one or two “headline” products that will form the cornerstone of your offering. This will often be an obvious choice: If you’re a coffee shop, your headline product will be coffee. If you’re a burger joint, you guessed it, it’ll be burgers. This product will often be the centerpiece of your marketing efforts and a way for you to “own” a space in a customer’s mind. For example, Jack’s Burgers makes the best cheeseburger in town and Daisy’s Threads has the most adorable scarves.
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