9 things I’ve learned in 9 years of business ownership
I am in disbelief that it has been almost a decade since I quit my full-time corporate job and started my own business… 9 years! Wow.
Of course, my business-anniversary is always a good time for some self-reflection. I genuinely enjoy the “X things I have learned in X years” exercise — it gives me an excuse to sit down and WRITE which I hardly ever have the time to do in my day to day life.
Whether you’re a design student, years into your design career, or a seasoned design pro, I am willing to bet that you can relate to the below assessment. I’d love to hear your thoughts too! Feel free to send me a message!
What I do is important, but I am not saving lives.
The most effective way to get clients is to leverage my network and communities.
Don’t let others tell me what to do/how to run my business
I won’t love everything I create for my clients, and that’s okay.
There is so much to learn, always.
It’s totally valid to not want to work with people who do not share my core values.
Finding others in the industry to commiserate with is much needed for my mental health.
Taking on interns has been the most fulfilling advancement in my career.
It’s more than okay to refer out if I’m not the best fit for a client project.
#1 What I do is important, but I am not saving lives.
The term “emergency” in the design world is just silly. I’m not a doctor — so I don’t need to work an unrealistic, insane amount of hours because a client expects me to. Anything I do should be able to be planned in advance. If it’s not, that isn’t on me. A client’s last minute design need is due to poor planning, and it is not my emergency.
Will there be times where I am able to help out last minute? Of course, and I am happy to do so when it fits into my schedule! But I refuse to feel the same pressure that I did back when I first started my business. If a client asks me to do something within 24 hours notice that feels insane, that means it probably is unrealistic!
This also applies to sick days and vacations. When I first started my business, I hardly ever took time off — I worked through illness, and brought my laptop with me on every trip I went on. If you like doing that, good for you! But when I go away I prefer to completely unplug and live in the moment. My clients can survive a day without me if I am sick, and with advance notice they definitely don’t need me on call while I am on a cruise ship in Alaska!
#2 The most effective way to get clients is to leverage my network and communities.
The month that I started my business back in 2017 was the same month that I joined a networking group. That was many years ago, so networking has absolutely changed. But I still stand by the idea that connecting with people is the best way to get clients. And I don’t just mean in a professional setting! Some of the best connections I’ve made have been while partaking in personal interests — whether that’s at a fitness studio, college reunion, local event, or even simply chatting up a stranger and talking about what I do in a casual manner.
Even simply talking to people on social media — without “selling” my services — has been a game changer. When you connect on a personal level, people inherently trust you more. It’s natural that eventually the people around you will hear someone in their network who is looking for your services, and then they’ll recommend you! I think the biggest thing to consider is the Giver’s Gain philosophy — if you refer others to your connections, they’ll be even more likely to refer you to theirs. I have found that to be very true in my experience.
#3 Don’t let others tell me what to do, or how to run my business.
There have been so many times over the past 9 years where I’ve let other business owners or people I admire tell me how I should be doing things — whether it’s using a certain software, integrating a specific process, or a way to structure my days. What works for others does not always work for me, and that’s totally okay. If there was one way to do something, everyone would be doing it (and there wouldn’t be a million different products out there).
However, I also think it’s totally cool to try new things. I spent years doing all of my project management manually, but as small things started to fall through the cracks I realized that I could really benefit from a project management platform. I tried a bunch, and eventually went with Asana — which I absolutely love and works well for me. Now I can’t imagine not using it.
I know now that it’s fine to politely say “I love that for you, and that sounds awesome — but it’s probably not going to work for my process” when someone tries to get me to try something new.
#4 I won’t love everything that I create for my clients, and that’s okay.
I used to think that I had to love every final product I completed for my clients, and if I didn’t, the project wasn’t a success. That’s just not true. No matter how many times I explain the reasoning behind my design choices, there is always going to be a stakeholder or decision-maker who completely disagrees. The beauty of working in the design world for me is the variety of different industries I get to be in — which also means that my clients will almost always have different perspectives.
Have there been times that the client’s requests made me not love a logo design as much? Of course. Aside from legibility, design is ultimately a subjective world — what I believe to be best is not always the same as what my clients feel. I’ve learned to move on, and to not die on every hill I find myself on. If the client is happy, the final product is legible, and all the main goals are hit — that is usually important enough for me. Not every project has to be something I add proudly to my portfolio.
#5 There is so much to learn, always.
Back in 2017 I thought that it was necessary to come across as “the expert” in my field, no matter what room I was in. I had an obsession with being “the best” and thought that leaders never needed to ask questions, and that they were the source of truth. The older I get and the longer I do this, I realize how wrong that stance was. Good leaders, and those in positions of power, are not good at what they do because they know everything — they simply surround themselves with people who add to a collective intelligence, and they know the right questions to ask when unsure.
Believe it or not, I am still learning how to do things in Illustrator, InDesign, Photoshop, Canva, and Squarespace on a weekly basis, even after 12+ years in the industry. Not only is technology constantly changing, but these programs are just SO robust, it’s impossible to know everything. Like most people, I have to occasionally Google how to do something, and I save reels I come across on Instagram about design techniques to this day.
To be a professional is to always be learning, and to never feel like an expert. Honestly, I’m always wary of being called one.
#6 It’s totally valid to not want to work with people who do not share my core values.
I remember the first time I “took a stand” on social media. It had something to do with the then-current administration passing legislation that hurt our national parks. I had said something political on Facebook, and my dad called me to tell me that it was “career-damaging” to be political. He was worried that I would isolate the people who did not agree with me, and that I would not have any clients. What he failed to understand is that not every client is meant to work with me — and if they don’t believe in preserving our national parks, I definitely don’t want to work with them and in turn, support their business.
I’m a big believer in putting your money where your mouth is, and that our individual spending power can make an impact. Since I made that post back in 2017, I have made many, many others. I am extremely clear on my website who and what I support, and I am not afraid of isolating anyone. Instead, I attract the clients who I truly want to work with, and that is a gift. Sharing your personal life, your core beliefs, and being vocal about your morals will only ever bring you closer to “your people.” It is not career damaging (unless, maybe, you’re an evil person with diabolical beliefs…)
#7 Finding others in the industry to commiserate with is much needed for my mental health.
Maybe it’s because I grew up as an athlete, but no matter what I do my first instinct has always been to compete with and compare myself to others in a similar position. The truth is, I’ve learned that there is enough work out there for everyone, and the better idea is to befriend others in your industry instead of pushing them away. There is so much we can learn from one another.
The design friends I have made over the past 12+ years in the industry have been so critical to keeping me steady, and talking me down when I am having an emotional day. Of course, I have friends and family I can turn to, but there is something so nice about having someone in a similar position as you to commiserate with. The inherent understanding that you both share is just so valuable. Not to mention I have learned so much from my fellow designers!
I also typically work solo, from my home office, so having others in the design world to share my work with, ask for advice, and to get feedback from is so helpful. I don’t have the typical design team to depend on — so my designer friends are instrumental in helping me keep my sanity. I am so grateful for them!
#8 Taking on interns has been the most fulfilling advancement in my career.
I’ve been told numerous times that I should “build a team” or hire contractors. A lot of business owners don’t understand why I would want to work alone. I get it! It’s not for everyone. But I didn’t start a business to “build an empire” or make millions of dollars. I wanted to work with lots of different clients on many kinds of projects, and have flexibility in my work day. I know that I truthfully can only make a certain amount of income by working solo — but that’s totally okay with me. I am happy with where I am at!
However, as the years went by I started to consider more ways to give back — whether it’s offering non-profit discounts, doing certain projects pro bono, or volunteering at events at my alma mater, I have had a lot of fun doing it all. The most rewarding advancement in my business, though, has definitely been having the opportunity to take on paid interns. I was hesitant at first because I wasn’t sure if I had enough work to give to a potential intern, but also because I wanted to ensure that they were compensated. No matter their skill level, I think it’s important to pay people for their work. I’m proud to be able to say I am able to do this, and I feel so much fulfillment giving students the opportunity to work on real client projects and learn about business ownership.
All this to say — my goals are rarely monetary. Of course I want to make enough money to support my lifestyle, but I’ve felt so much more fulfillment from achieving better work/life balance, hiring part-time interns, mentoring, and attracting ideal clients as opposed to setting arbitrary financial milestones.
#9 It’s more than okay to refer out if I’m not the best fit for a client project.
Ever since I established boundaries for the types of projects I feel comfortable handling, I have been happier, more (financially) successful, and less stressed. There are some deliverables that I just don’t do enough of, and just because I COULD learn how to do something doesn’t mean I should (or that I have the time). Think about it this way: isn’t it so much better to give a project to someone who LOVES working on it, rather than forcing yourself to do it? Your client will be happier to have a pro handle it, you’ll free up your time and efforts for a more ideal project, and the pro will be pumped to have a potential new project to work on (not to mention a new connection)!
Having a referral for Wordpress website design, copywriting, and digital advertising has made such a difference in my productivity. Not to mention, there is no better feeling than sending someone I admire and respect a great referral!
All right, I think that’ll do it! Until next year… :)
