Here’s an amazing blog by tailor Thomas Mahon, a small-businessman who takes his craft and makes it fascinating. There are countless lessons to be learned here, but I think the following elements are especially important:

• Mahon’s blog is honest and personal.
• Mahon is genuinely interested in sharing his craft, and he does not shy away from the nitty-gritty of his process.

The effect of combining these elements is to accentuate a potential customer’s appreciation of the product. Tailoring is, after all, a very personal service in which customers are interested in paying for customization and personalization (to return the idiom to its source, in having things tailor-made for them). Mahon’s blog brings us even further into this world—where quality and personalization are connected; without trying too hard to market anything, he is both advertising his service and adding value.