WHY PERFECT

ISN'T ALWAYS PROFITABLE

Perfect isn't what builds a sustainable business - consistent excellence and genuine value are what really matter.

"Excellence delivers. Perfection just delays!"

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When Striving For Perfection Holds Your Business Back

You know that moment when you're about to share something - a new offering, a piece of content, even an email - and you find yourself tweaking it just one more time? That instinct to perfect everything before it goes out into the world is something I see so often in creative businesses, and it's something I've definitely struggled with myself.

Here's something I learned the hard way: sometimes perfect isn't just the enemy of good - it's also the enemy of profit. Let me share a story that really brought this home for me.

Back in my early floristry days, I used to spend hours perfecting every single arrangement, adjusting each stem until it was exactly right. While this attention to detail was part of what made our work special, I realized something interesting - clients weren't always noticing those final adjustments that took so much extra time. What they valued most was the overall impact, and the feeling our flowers created, and how well we understood what they wanted.

This insight completely changed how I approached my work. Instead of aiming for perfect, I started aiming for excellent-and-done. The result? We could take on more projects, serve more clients, and actually grow the business - all while maintaining the high quality our clients loved.

The same principle applied when I was developing our first online programme. I could have spent months (maybe years!) making it "perfect," constantly editing and tweaking, but instead, I focused on making it genuinely valuable and getting it out there. The feedback from early students actually helped make it better than any amount of solitary perfecting ever could.


  • Focus on what actually matters to your clients (hint: it's often not the things you're spending hours perfecting)

  • Set clear standards for "excellent" versus "perfect" - know when to stop tweaking

  • Remember that done and helping people is better than perfect and stuck in development

  • Use client feedback to improve rather than trying to predict every possible scenario

  • Save your perfectionist tendencies for the elements that truly impact client experience

Here's what I've learned about moving past perfectionism in business:

The interesting thing about loosening your grip on perfectionism? It often leads to better results. When you're not exhausting yourself trying to make everything perfect, you have more energy for the things that really matter - like understanding your clients, developing new ideas, and actually enjoying your work.

I see this with my students too. The ones who make the biggest strides aren't necessarily those with the most polished offerings - they're the ones who are brave enough to put their work out there, learn from feedback, and keep improving as they go.

This doesn't mean lowering your standards - far from it. It means being strategic about where you focus your energy and recognising that 'excellent and complete' serves your business better than 'perfect but perpetually in progress.'

Your clients aren't looking for perfection - they're looking for solutions, for understanding, for the unique value only you can provide. When you shift your focus from perfect to purposeful, you might be surprised at how much more impact (and yes, profit) your work can create.



Perfect isn't what builds a sustainable business - consistent excellence and genuine value are what really matter.

Shall We Begin?

COMING SOON: An introductory and quick to implement guide, helping you to recognise the value in what you do best. Perfect when you'd love to improve your pricing but you're not sure where to begin.