BUILD AN EXCEPTIONAL
CREATIVE BUSINESS
BY DOING WHAT
COMES NATURALLY
Transform your natural creative talents into a confident, profitable business without compromise
THE BASE NOTES
handbook
Helps creative entrepreneurs build profitable businesses around their natural strengths—without forcing themselves into generic business models
The practical digital handbook that...
The constant struggle between creativity and business structure is not your fault
most advice wasn't made for visionaries like you
Is this you?
You secretly worry your talent isn't enough to create real financial success
You've tried following the "rules" but they don't seem designed for how you naturally work
You question whether you're a "real" entrepreneur despite running a creative business
You're working incredibly hard but not seeing the financial results you deserve
You believe creative work should be valued properly, but struggle to advocate for your worth
I know exactly how it feels to question your legitimacy as a business owner while creating beautiful work that clients love but don't value properly.
You've listened to the experts. You've implemented the strategies. You've pushed yourself to fit into business models that were designed for someone else. But what if the key to building a successful creative business isn't about forcing yourself to become something you're not? What if it's about recognising what already comes naturally to you—and building from there?
There's a formula for success and you've tried to follow it.
That's what The Base Notes handbook is all about.
You've been told ...
made TO FIT YOUR LIFE
Receive instant access on any of your devices and download whenever you want to print. Read on your phone, highlight on your tablet or print the vibrant chapters to make notes in the margins and keep them handy on your desk. However you like to learn, The Base Notes is designed to fit right into your life.
"I was so proud of myself when I actually said no to two quite big projects, which before I would have said yes to, knowing they were not aligned with how I worked and what type of clients I wanted. I'm now much more protective of the way I work and the clients I work with, which has created a better balance between my business and private life. I've grown so much from it."
Virginie AVRILLON DUNNE, LIGHTING DESIGNER & founder of splash of light
another business guide that sits unused on your digital shelf.
I've spent just as much time understanding the psychology behind how you'll actually implement these ideas as I have crafting the content itself.
Because I know you've likely invested in courses before that you never completed. You've downloaded guides that promised the world but delivered complex systems you couldn't sustain.
The Base Notes is different. It's designed to meet you exactly where you are, with actionable steps that work with your natural strengths, not against them.
This isn't just ...
I started my first creative business at my kitchen table while on maternity leave with our first baby—and had no idea where it would lead.
What I discovered along the way was life changing: Success comes more easily when you build around what already comes naturally to you.
I applied this principle and built a seven-figure floral design business working with brands like Dior, Hermès, Vogue, and designing the flowers for a royal wedding (Harry and Meghan's!)—not because I was the most technically skilled designer (far from it), but because I simply recognised and leveraged my specific strengths.
MY OWN STORY TO...
The Base Notes
What set my business apart was my ability to deeply understand my clients, create calm under pressure, and translate complex visions into reality.
Today, I use the same ability to see the exceptional strengths in you, the ones that will create a thriving, profitable business you genuinely enjoy.
I'm known for making business strategies feel refreshingly simple and absolutely achievable—without the jargon or overwhelm others bring.
While I Wasn't The Most Technically Skilled Designer...
I've since guided hundreds of creative entrepreneurs to discover and leverage their own exceptional strengths—from photographers and designers to writers and makers...
"My biggest takeaway was realising that so many of the things I was doing were distractions that weren't helping me get where I needed to go. The methods have helped me focus on who I am and understand where my strengths are. They have opened my eyes to what's really important and helped me see my business as something worthy."
KILLY WILLIAMS, ARTIST & Founder of Killy & Co
This practical guide helps you identify YOUR exceptional strengths and place them at the centRE of your business, attracting the right clients who truly value what you offer.
Now, I've distilled everything I've learnt into The Base Notes handbook.
Here's exactly how we'll transform your creative talents into a thriving business
9 transformational chapters that build confidence and clarity
I'LL HOLD YOUR 'VIRTUAL' HAND THROUGH:
base note 1. LET'S GET REAL
Transform confusion into clarity. Establish a true foundation by understanding what actually works in creative business and giving yourself permission to build your way.
BASE NOTE 2. THE BELIEFS HOLDING YOU BACK (AND HOW TO MOVE PAST THEM)
Turn self-doubt into confidence. Identify and transform the six common beliefs that limit your potential as a creative entrepreneur.
BASE NOTE 3. YOU'RE ALREADY BUILDING SOMETHING POWERFUL
Shift from undervaluing to recognising your worth. Acknowledge how far you've already come and the exceptional strengths you already possess but might be overlooking.
First we'll identify your exceptional strengths:
Discover what makes you naturally brilliant and how to leverage these strengths as your business foundation
base note 5. WHAT YOU'VE GOT IS VALUABLE NOW LET'S BUILD FROM IT!
Transform natural abilities into profitable offerings. Create services or products that clients genuinely value and will pay properly for.
base note 4. BUILDING AROUND YOUR EXCEPTIONAL STRENGTH
Move from scattered efforts to focused impact. Discover what you naturally do best—and how to make it the foundation of your business model.
base note 6. THE PERFECTIONISM TRAP (AND WHY IT'S COSTING US)
From paralysis to progress. Break free from perfectionism and learn how showing your real process creates deeper connection with your audience.
Then we'll transform those strengths into valued offerings:
Turn your natural abilities into offerings clients recognise as valuable and will pay premium prices for
BASE NOTE 8. TURNING YOUR CREATIVITY INTO CONSISTENT INCOME
From financial stress to sustainable revenue. Create clear pathways from your natural expertise to consistent income without constant hustle.
BASE NOTE 7. STEPPING FULLY INTO CREATIVE BUSINESS OWNERSHIP
From creative to confident business owner. Bridge the gap between your creative and business identities through practical, aligned actions.
BASE NOTE 9. THE RIPPLE OF AMBITION
From holding back to embracing your potential. Connect with the natural ambition that emerges when you build a business aligned with who you truly are.
Finally we'll create systems for consistent income:
Build sustainable structures that generate reliable revenue without compromising your creative approach
Self-taught, deeply creative, and quietly ambitious. You know there's something special in your work, but you question whether you're "allowed" to take up space or charge properly for what comes naturally.
This Handbook Is Perfect For You If You're...
Doubting Your Worth
You've built something beautiful but it's feeling heavy. Your business looks good on the outside but feels overwhelming on the inside. You're ready to reclaim your creativity and build something that works for you, not the other way around.
Successful But Burning Out
You've outgrown surface-level advice and standard, one-fits all strategies. You're ready for something deeper and more aligned. You want to grow without compromising your values or creative approach.
LOOKing FOR Meaningful Growth
Transitioning from another chapter or ready to pivot your current business. You're capable but quietly unsure how to express your value in a new space. You're ready to step into more—with a strategy that feels like yours.
Ready To Step Forward
Real Results
FROM UNCERTAINTY TO CONFIDENT DECISION-MAKING
"I've gained confidence in my process and learned to trust it, even having the courage to refuse projects that didn't fit my future plans. I've improved my proposal process, and feel more in control. The changes I've made to my business have been transformative, including securing a retainer for an ideal client and increasing my prices."
Hattie MAULEVERER, DIRECTOR & founder of Hattie Mauleverer Events
FROM HESITATION TO HIGHER-VALUE CLIENTS
The transformation in my business has been remarkable. I've gone from feeling almost apologetic about dreaming big to confidently securing my highest-budget wedding yet (five figures!). Where I once would've felt overwhelm and imposter syndrome with large projects, I now approach them with calm focus and clarity. It truly feels like there's no limit to what could be achieved."
LISA cotte, DESIGNER & FOUNDER OF The Sunday Floral Studio
FROM CONFUSION TO CLARITY AND DIRECTION
"My brain has definitely untangled and I can now see my business broken down into different clear avenues that I can tackle one at a time. When you have your own small business, you're trying to play all these different roles and it's very confusing. Working with Philippa has completely untangled all of that and made me focus on the key points that are going to push me forward. It's given me clarity, direction, and confidence."
Anna MOLLER, Designer & founder of anna moller (INTERIOR DESIGN & ARCHITECTURE)
What's the cost of continuing to undervalue your creative work for another year?
Far more than £97.
From Growing to Flourishing: "Philippa's mentorship was exactly what we needed to take our business from muddling along to running smoothly and profitably. We now feel more confident and in control, allowing the business to work for us, rather than the other way around."
Jess roberts & Katie stone, co-FOUNDERS OF FEATHERSTONE FLOWERS
What Makes The Base Notes Different
It's Built on Real Experience, Not Theory
Everything in this handbook comes from 15+ years of building my own successful creative businesses and helping hundreds of others do the same. There's no untested theory here—just proven approaches that work in the real world.
It Starts Where You Are
You don't need to change who you are or start from scratch again. The Base Notes helps you identify the value you already deliver and build from there—no matter what stage your business is at.
It's Designed for Implementation
Each section includes clear action steps, reflective exercises, and practical tools that you can apply immediately. I've carefully crafted everything to ensure you can absorb the ideas and put them into practice, even in the midst of your busy creative life.
It's About Building Your Way
Unlike generic business advice that tries to fit everyone into the same mould, The Base Notes gives you a framework to create something that feels genuinely yours—allowing your natural strengths and creative approach to shine.
It Creates Lasting Change
The Base Notes isn't about quick fixes or temporary motivation. It's about helping you make fundamental shifts in how you approach your business—shifts that create sustainable success over time.
I'm committed to helping you...
Choose your own pace with three different approaches—whether you want to dive in for a full afternoon (or morning), prefer daily reflection over a week, or want deeper integration across a month. This practical guide helps you implement what resonates most, creating natural momentum without overwhelm.
BONUS Resources to Support Your Implementation
BONUS #1
GETTING THE MOST FROM THE BASE NOTES
Not just read this handbook, but actually use it to transform your business. That's why I've included these carefully crafted bonus resources:
If you're talented and passionate but struggling to turn your creative skills into consistent income, this guide is for you. I'll show you exactly how to identify what people will actually pay for, communicate your unique value, and present your talents in ways that stand out. Perfect if you're looking to pivot and/or in the early stages of bridging the gap between creative passion and financial viability.
BONUS #2
passion to profit
For when you only have 15 minutes but still want to move forward. These cards give you high-impact actions you can take in minimal time to create real momentum.
BONUS #3
Quick-Win Implementation
The Base Notes offers potential transformation. I've poured my heart and expertise into creating something that can genuinely change how you approach your creative business.
I believe deeply that when creative entrepreneurs build businesses around their natural strengths, everyone wins. You experience more joy and financial success. Your clients receive outstanding work that comes from your expertise. And the world gets to benefit from your unique creativity.
That's why I've created this handbook—to help you build a business that feels like coming home to yourself, not like trying to be someone else.
My Promise to You
Why "The Base Notes"?
The deep, lingering scents that remain long after the lighter notes have faded. They give a fragrance its soul, depth, and lasting impression.
In perfumery...
the base notes are the foundation:
Upon which melodies are built. In visual art, the base layer or underpainting shapes the mood and final impact. In cooking, the base flavours create depth and cohesion in the finished dish.
IN MUSIC...
THE BASS NOTES PROVIDE THE ESSENTIAL HARMONIC FOUNDATION:
This handbook is named "The Base Notes" because it's about helping you build your business on what truly lasts: your natural strengths, values, and creative identity. Like these essential foundations in any art form, these are the qualities that give your business its unique character and staying power.
ACROSS EVERY CREATIVE discipline...
these foundational elements are what give depth, structure, and lasting impact to the work:
THE BASE NOTES HELP YOU TO TRANSFORM YOUR BUSINESS TO FEEL AUTHENTIC, ALIGNED, AND DISTINCTIVE FROM THE INSIDE OUT.
Together, they form the essential foundation for a business that's truly yours. Just as base notes anchor a fragrance, or bass notes structure a musical composition, these guides help you build a business rooted in what makes you naturally brilliant.
Instead of chasing fleeting trends or trying to fit someone else's mould, The Base Notes guides you to discover and trust your own foundation.
THESE FOUNDATIONAL ELEMENTS GIVE DEPTH, STRUCTURE AND LASTING IMPACT.
EACH OF THE NINE "BASE NOTES" IS AN INDIVIDUAL GUIDE
How long will it take me to see results?
While there are no guarantees and it always depends on your commitment, many creative entrepreneurs start seeing shifts in their confidence and clarity within days of beginning to implement the ideas. More tangible business results typically emerge within 30-90 days, depending on your starting point and how consistently you apply the approaches.
Is this for beginners or more established creative businesses?
Both. If you're just starting out, The Base Notes will help you build a strong foundation from the beginning. If you've been in business for years, it will help you refine your approach and reconnect with what makes your work exceptional.
I understand this concern deeply. That's why I've dedicated as much attention to how you'll implement these ideas as to the ideas themselves. The handbook includes a specific implementation guide and quick-win cards designed to make action simple and sustainable.
I've tried courses before and haven't implemented them. How is this different?
Most business handbooks offer generic advice designed for any type of business. The Base Notes is specifically created for creative entrepreneurs and focuses on building from your natural strengths rather than trying to fit you into someone else's blueprint.
How is this different from other business handbooks or guides?
Frequently Asked Questions
What if I have questions while going through the handbook?
While The Base Notes is designed to be self-guided, you're always welcome to email or send me a DM with questions if you ever get stuck. I'm committed to your success and want to make sure you have the support you need to implement everything effectively.
Is The Base Notes a physical book or digital product?
The Base Notes is a digital handbook held in an intuitive platform, provided as individual PDFs that you can either read online or download and print. It's specifically designed to work equally well for both preferences - you can enjoy the convenience of digital access on any device, or print the sections you want to create your own physical folder where you can make notes, highlight sections, and work through the exercises in a more tactile way.
DON'T SEE YOUR QUESTION HERE?
Get in touch: hello@philippacraddock.com
It's Your Time to Build Something Exceptional
Your creative business doesn't have to feel like a constant uphill battle. When you align your business with what you naturally do best, everything becomes clearer:
IT'S YOUR TIME
It's time to...
Stop trying to be someone else in your business and start building something that feels genuinely yours!
Pricing feels more confident
Marketing flows more easily
Client relationships deepen
The work itself becomes more energising, not depleting
The Base Notes handbook gives you the clarity, confidence, and practical steps to make this alignment happen.