EPISODE 068 | APPLE PODCASTS | SPOTIFY

Working with people who truly value what you do changes everything about running a creative business. I’ve noticed something interesting: while we often focus on finding more clients and customers, what really matters is connecting with the right ones—those who understand your work, respect your expertise, and genuinely value what you create.

Finding Your Natural Fit

I remember this so clearly from my early days running a plant gifting company. Like many new business owners, I started with the belief that I needed to work with everyone and anyone. I’d carefully wrap beautiful potted plants and small trees, trying to please every possible customer. One particularly difficult client nearly made me stop altogether. But that experience taught me something valuable: we can actually choose who we work with.

The Natural Evolution

By the time I started my flower business a few years later, focusing primarily on wedding designs, everything was different. People would often ask if I had to deal with difficult clients or ‘bridezillas’—as if that was just part of working in the wedding industry. But that wasn’t my experience at all. The couples and families who chose to work with me cared about the same things I did. They were drawn to my style, trusted my expertise, and working together felt easy because we were aligned from the start.

Understanding What Matters

Think about what truly matters to you in your work. For me, with the flower business, it was working with people who cared about the little details, whose weddings were as much about creating beautiful, welcoming spaces for their guests as for themselves. They trusted my expertise and were willing to let go, rather than question everything.

Creating Natural Alignment

When you really understand who you want to work with, your whole business starts to align. Your website speaks directly to these people, your social media attracts their attention, and even your processes are designed around giving them the best possible experience. This applies whether you’re selling products or services—I’ve experienced this across everything from boxed plants to hand-tied bouquets, collections of vases to ceramic pots, right through to collaborations with the V&A and luxury fashion retailers.

The Quiet Power of Being Specific

This might feel counterintuitive at first—surely being more specific means fewer opportunities? But something fascinating happens when you’re clear about who you want to work with: you actually create more of the right opportunities. You become known for exactly what you do best, and you attract people who value that.

Making It Work in Practice

Consider taking these thoughtful steps:

1. Look at your most enjoyable projects or orders. What made them work so well? Often, these experiences reveal exactly what you should be looking for in future clients.

2. Think about how you naturally communicate. Do you prefer detailed briefs or collaborative discussions? Regular check-ins or independent work between clear milestones?

3. Be clear about your approach in all your communications—your website, social media, and even how you write emails. If you prefer taking time to get things just right, talk about that.

The Natural Growth That Follows

When you work with clients and customers who value what you do, who appreciate your approach, everything becomes easier. Your work becomes more enjoyable, your business grows more steadily, and you find yourself creating your best work.

Remember, taking time to be clear about who you want to work with isn’t limiting your business—it’s creating space for it to grow in a way that feels right for you. When you align your work with people who truly value what you do, your business naturally becomes more of what you always hoped it could be.