The Art of the Craftsman: Advice, Inspiration, and Cautionary Tales for Anyone Who Dreams of Starting Their Own Shop

After building a world-famous brand and multiple companies, Jesse James has one goal: helping others find success in what they love.

Success isn’t just about creating a successful business, the fame, or the money. It’s about seizing every opportunity to learn and grow. It’s about the person you are behind the scenes.

Throughout his career, Jesse James has been known as many things: reality star, criminal, thrill seeker, husband, father, entrepreneur. With all these titles, Jesse has built his empire on one common theme--hard work. In an era of instant gratification, he knows the value of persistence and how discovering your passions can springboard you to success when you cultivate and pursue them with dedication, creativity, and care.

A business book unlike any other, The Art of the Craftsman gives a detailed, candid look at what it took to build his empire from the ground up, the value of hard work, and how he kept pushing once he reached the top.

Featuring Jesse’s raw candor and decades of skill, this unique and deeply honest book provides practical advice and useful lessons that anyone can apply to their life or business by:

Understanding the true value of craftsmanship Finding the confidence to forge your own path Taking care of yourself--as well as your business Building long-term relationships with customers Not settling for mediocre work (or expecting instant success)

With his unique perspective on friends, family, and business, Jesse’s memorable stories and hard-won wisdom will leave the reader with a clear road map to achieving growth and self-improvement, encouraging readers to always keep learning and to never settle for anything less than the best.

Jesse James made his name in the early 2000s with his hit TV show Monster Garage, engrossing documentaries, and of course, as the iconic founder of the West Coast Choppers building high-end motorcycles for discerning celebrity clientele. Having originally opened in 1992 in his mom’s single-car garage, Jesse eventually turned West Coast Choppers into a multimillion-dollar company and household name over the next two decades. Expanding his businesses over the last few years, Jesse has moved into the custom firearms industry, as well as culinary knives, and reopened WCC in Austin, Texas, with his wife, Bonnie, and their newly welcomed newborn son, Bishop.