Over the years, I’ve watched countless creators repeat the same pattern. They’d pour enormous time, energy, and money into ideas that simply can’t survive today’s market. And the problem was rarely their effort level; it was choosing a path that looks exciting but isn't actually profitable.

Over the years, I’ve watched countless creators repeat the same pattern. They’d pour enormous time, energy, and money into ideas that simply can’t survive today’s market. And the problem was rarely their effort level; it was choosing a path that looks exciting but isn't actually profitable.

When I first started my design studio, I thought there was only one “real” path to growth: build an agency, hire a team, and eventually spend my days managing people instead of doing the creative work I actually loved.

But pretty quickly, I realized… I didn’t want that. I wanted to grow, yes—but not at the expense of freedom, creativity, or sanity.