The Art of the Craftsman

“This book is a middle finger to mediocrity … The Art of the Craftsman is more than a book; it’s a blueprint for how to win, be fulfilled and leave a legacy that will inspire people who are still willing to put the blood, sweat, and tears into the American Dream.” —Andy Frisella, host of the Real AF Podcast and creator of 75 Hard “Whether you’re battling self-doubt, recovering from failure, or striving for your next level, Jesse equips you with the tools to rise—clearer, stronger, and more aligned than ever before.” —Marcus Luttrell, New York Times bestselling author of Lone Survivor

Jesse James made his name in the early 2000s with his hit TV show Monster Garage, engrossing documentaries, and as the iconic founder of 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.

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