What’s your typical working day like – workshop or camera?
I’d love to say I have a set routine – but I don’t. In the mornings, I start by checking my emails and seeing what needs prioritising. After that, it’s a constant back-and-forth between the workshop, client meetings, phone calls and content. At the moment, I’m often just reacting to whatever needs doing.
You’re also setting up your own joinery business at the same time. What’s the story behind that?
Together with my former trainer, I’m setting up the carpentry business Im.Perfekkt. The name was chosen deliberately: not everything has to be perfect. For us, it’s about trying things out, learning and getting better. That’s exactly how we started out – in an old carpentry workshop that we first had to spend months renovating.
Between the workbench and the camera
Ben Berger on craftsmanship, attitude and content
Ben, how would you describe yourself – a joiner or a content creator?
Definitely a carpenter. Social media is part of my everyday life, but my craft always comes first. I’m not a content creator who does a bit of carpentry on the side – I’m a carpenter who knows how to use a camera.
It actually started quite unspectacularly. I began making videos whilst I was in training – without a plan and without much of a strategy. After my training, I spent a short time in e-commerce; at the same time, I set up my workshop and continued producing content. At some point, it became more than just a hobby.
Who actually watches your videos?
A surprising number of craftspeople. Around 40 per cent of my community work in the trades themselves, many of them as joiners or carpenters. Then there are business owners and people who simply enjoy well-made furniture and projects.
Where do you get your ideas for content?
I’ve got more than enough ideas. They come from everywhere: whilst scrolling, out and about, or sometimes even at night after a night out. The problem isn’t creativity, but finding the time to put everything into practice. Sometimes I find notes on my mobile and, the next morning, I can’t even remember what I actually meant by them.
“People don’t want to see adverts; they want to see good stories.”
- Ben Berger, joiner and content creator
What do you enjoy most about your job?
In the joinery, it’s the conversations with customers and developing ideas together. As a content creator, I love travelling and the opportunities that arise. If someone had told me a few years ago that I’d be travelling through Iceland or attending major industry events because of social media, I probably wouldn’t have believed them.
And what are the downsides of social media?
Many people underestimate the effort involved. A 45-second video can easily take six to eight hours to produce. On top of that, you’re constantly being judged. It’s all part of the job, but it takes its toll on everyone.
Why does your content work so well?
If only I knew exactly why. I think it’s because I try not to play a role. As well as the craft itself, I also talk about training, working conditions and other topics that matter to many people in their careers.
What can businesses learn from content creators?
People don’t want to see adverts; they want good stories. Content must entertain, inspire or offer added value. The product shouldn’t be the focus. Or to put it another way: don’t make adverts – make TikToks
Why do you work with Festool?
Because, as a joiner, I have high standards when it comes to my tools. What impresses me most are the many small details that make everyday work easier. I also prefer long-term partnerships to constantly changing collaborations. Trust is built over time – with customers just as much as within the community.
“I just never want to get stuck in that daily grind.” (laughs)
But first and foremost, it’s a passion for the craft, a thirst for new ideas and the ability to laugh at myself along the way.
