Can you believe it's been 11 years since I took that terrifying leap into the unknown and started this design business? Sometimes it feels like yesterday, and other times (especially when I do my Monday check-ins with clients), it feels like I've been doing this forever.
I wanted to take a moment to reflect on this journey — not to humble-brag about successes, but to share the real, sometimes messy truth about what it takes to build a sustainable design career. The stuff I wish someone had told me when I was frantically Googling "how to start a design business" while I was in the hospital in 2014 with my leg in a cast, knowing I wanted to pursue my dreams finally after a near death experience.
The Unsexy Secret: It's About Showing Up
Let's get this out of the way first — there's no magic bullet. None. Zero. Zilch.
The most consistent factor in my business growth has been embarrassingly simple: showing up every day and doing the work. Even when inspiration has gone on vacation. Even when that client email makes my eye twitch. Even when it feels like everyone else is creating more innovative work with seemingly less effort. Even when my confidence was at an all-time low.
In year three, I nearly threw in the towel after not yet making a profit and my business costing me money to keep open. In year six, I nearly closed my business when I lost my biggest client at the time when I had to fire them, also a first for me. In year seven, I didn't know if I could keep going after a client filed a dispute against me, even though they were using the site I had created, and it drained my bank account.
But instead of quitting, I kept showing up. I made my first profit in year four. I booked my next even bigger client in year seven after firing that client and losing my dispute. The magic isn't in some viral design or lucky break — it's in the accumulated advantage of showing up when everyone else gives up.
Seasons Change (And So Will Your Business)
One of the most anxiety-inducing realizations of self-employment is that income isn't a steady, predictable line. It's more like a heart monitor with exciting peaks and stomach-dropping valleys.
After 11 years, I can confirm: seasonal fluctuations are normal, predictable, and manageable. In my business, January through March brings a flood of new year rebrand projects, while summer months traditionally slow to a crawl as clients vacation and postpone decisions. And that hasn't even been consistent in the last few years with the economy being what it is.
Understanding your particular business rhythm is crucial. Track your workflow and income over several years, and patterns will emerge. This isn't just interesting data — it's a survival tool. Continuing learning what trends there are in booking so that you can prepare.
What to Do When Tumbleweeds Roll Through Your Inbox
The first time I experienced a slow season, I panic-discounted my services and took on projects that made my soul weep. Learn from my mistakes, friends.
Here's what works better:
1. Treat slow seasons as scheduled maintenance periods. This is your chance to update your portfolio, refine your processes, or learn that new software you've been curious about. Future you will be eternally grateful.
2. Create passive income opportunities. Design templates, digital products, or educational resources can provide stability during unpredictable periods. I created my (now archived) course for Showit during a slow period and was able to have my biggest income year of my business when I launched it.
3. Reach out and reconnect. Some of my most profitable projects came from simply checking in with past clients during a slow period. A casual "just wanted to see how that rebrand is working for you" email has led to numerous referrals and project extensions.
4. Invest in yourself. Use this time to attend workshops, virtual conferences, or collaborate with other designers. When work picks up again (and it will), you'll have new skills and connections to leverage.
The designers who struggle most are those who see slow periods as failures rather than natural parts of the business cycle. They're not failures — they're opportunities for strategic growth.
When Everything Changes Overnight
If there's one constant in the design industry, it's change. Remember when responsive design completely transformed our workflows? Or when AI tools suddenly entered the chat?
In my fifth year of business, I completely stopped offering branding and worked with brand partners so I could focus solely on websites. Now I have collaborators I work with and we offer branding again. Things will change in your business.
What saved me wasn't just talent or hard work — it was adaptability. Having diversified my skills and client base over the years meant that while one area contracted, I could lean into others while pivoting my services to address the new reality.
The lesson? Build adaptability into your business DNA:
• Diversify your skill set beyond your comfort zone. The designers who thrive aren't necessarily the most talented — they're the most adaptable.
• Keep your finger on the industry pulse. Changes rarely come without warning. Stay connected to industry news and trends.
• Build relationships, not just transactions. Clients who value you as a trusted advisor will bring you along when their needs change.
• Hold your processes loosely. The designers who insist "this is how I've always done it" are often the first to struggle when industry shifts occur.
• Never stop learning. The moment you think you've mastered everything is precisely when the industry will transform again.
After 11 Years, Here's What I Know For Sure
If I could teleport back and have coffee with my just-starting-out self, here's what I'd share:
The work will be harder than you expect, but also more rewarding.
You'll make embarrassing mistakes, and survive them all.
Your definition of "success" will change at least a dozen times.
The community you build around you will matter more than any single client or project.
Your unique perspective is your greatest asset — not your technical skills.
Your worth isn't determined by your productivity or client list.
The best clients come from treating people well, not from marketing tactics.
There's enough success to go around — collaboration beats competition every time.
Come Join Us at The Design Table
Speaking of community — if you're navigating the wild world of design entrepreneurship, you don't have to do it alone. The Design Table is our vibrant community of designers who share resources, opportunities, and sometimes just the understanding that comes from people who truly "get it."
Whether you're just starting out or have decades of experience, we've saved you a seat. We host monthly virtual coffee chats, skill-sharing workshops, and maintain a drama-free zone where questions are welcomed and collaboration is encouraged.
Ready to pull up a chair? Join us at The Design Table and become part of a community that believes in abundance over scarcity and collaboration over competition.
