To me, first and foremost, a master plug builder would also have to be a "master" fisherman. A person who has learned to read the water, understands current and structrure, knows the patterns of the fish they are pursuing, knows the bait and the characteristics of the bait that are in the water. You know the guy. We all know at least one person like this. They catch when we're all scratching our heads. They can make a negative fish go crazy and explode on a plug.
This person can carve or turn a plug that has internal energy that translates into how it moves and behaves in the water. They can hold a piece of wood in their hand and know what kind of plug is inside.
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