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A fascinating interview on using new technology (internet video) to teach traditional home repair and preservation.

JU: Now there are certainly many people who will feel that these methods they get paid to practice are proprietary knowledge they wouldn’t want to reveal. My argument is that in a lot of cases, by demonstrating expertise you’ll attract more work than you lose, and that it’ll often be more interesting and rewarding work. What’s your experience?

JL: Both of those ideas do play strongly in the building trades. It’s a real tradition to keep secrets. Going back hundreds and hundreds of years, with the guild systems, there were ways to control the sharing of that kind of knowledge. And it’s still the case. Not every plasterer who can do those decorative Ionic capitals wants everybody to know exactly how they do it. But they do want everybody to know that it can be done.

You’re right, this is how artisans can do good marketing — by letting people know what is involved, by showing some of these methods, and they don’t have to give up all their secrets in order to do that. But you can help people to understand that it’s not just a machine spitting out product, it’s people making stuff with their minds and their hands and their hearts.


Originally published at culture-making.com.

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