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The Director’s Cut by Chris Amundsen, American Craft Council

How many times a day do you see the terms craft or handmade or artisanal being used to describe a product in an advertisement? Many advertisers have successfully used these words to imply uniqueness and quality to differentiate their products. Conversely, when you talk about craft (what you make or buy or support), how many times do you get a quizzical look and have to describe what you are talking about?

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