July Retrospective: Back in July 2014, I wrote a daily series exploring the realities of navigating the creative economy. Twelve years later, looking back at these entries (and my original awful hand-drawn illustrations!), I’m struck by how the core truths of a creative career remain completely timeless. Each day this month, I’m opening up the archive to share these foundational lessons—with a few modern reflections layered in. 

If you’re a new creative graduate looking to find your footing in the creative economy, a Gen X looking to pivot into a creative business, a side-hustler or someone who just wants to up their creative business game, there’s something for you in this series. Just don’t judge my drawings 😉

Gather Proof

As soon as possible, start to gather proof of customers using and engaging with your service/product.

Stories, photographs, quotes of satisfied customers are your very best advertisement. Seek out opportunities to gather them – and when you’ve got them be sure to use them.

Repost nice things that people have said. Post photos on Instagram of people using your product. Use quotes in your marketing materials. Try to gather video or audio testimonials from happy customers.

Don’t lose sight of your customer. Remember it’s about them. If you celebrate their success with your product, it will lead to more.

And don’t shy away from people who aren’t satisfied either. Often an unsatisfied customer is a mis-understood customer – try to engage with them and see if you can resolve their situation. Aim for happy endings. Converted customers can be your very best advertisement.

Human beings are pack animals. When we see other people receiving satisfaction or benefit from something, we want in.

Harness their stories to help you attract more customers. Celebrate their success to encourage them to purchase again or tell their friends about your product/service.

People are your greatest asset when it comes to building your creative business. Make sure your customers know how much you appreciate them and use their success to attract even more customers.

Action: Who can you get to provide you with a story or a photo of your product/service in action? Take the necessary steps to get your first customer story. Post it somewhere. This will start to snowball…

I’d love to hear how you are getting on with the July Challenge. How is this series helping you change your approach to your creative career? Tell me in the comments box below.

Longevity in a creative career isn’t accidental—it’s built on strategy.

While the landscape shifts, the core principles of thriving as a creative freelancer haven’t changed. For deeper, modern frameworks on building a sustainable creative practice:

• Read the Book: Looking for a step-by-step field guide to building a resilient career in the creative economy? Pick up my recent book The Thriving Creative: Successful Freelancing in the Creative Economy available from Amazon, Barnes and Noble, and from my publisher Routledge.
• Stay Connected: Join my community and to receive the complete 31-day hand-drawn playbook as a single PDF at the end of the month. Sign up below.