When I first thought about using my hand lettering and calligraphy to start a small business, I truly had no clue what I was doing. I had never considered myself entrepreneurial and certainly had never started a business from scratch before so I truly had to learn as I went and relied on those who knew more than me for guidance along the way. I also had no formal art training which gave me a severe case of imposter syndrome. I have made a lot of mistakes in the past eight years of being a small business owner, certainly more than five, but I have also learned so much and know now that that is all part of being a creative and owning your own business. So without further ado - let's talk about the five biggest mistakes I made when I first started my calligraphy business and maybe it can help you or someone you know with their creative journey.
DOING WORK FOR FREE OR DISCOUNTED BECAUSE I "FELT BAD"
When I first started my art business, I was eager to share my passion for calligraphy and design with the world. However, there was one big thing that held me back: charging what I was truly worth.
I wanted to get my name out there and build a client base. I felt that by offering my services for free or at a deep discount, I’d attract people and eventually grow my reputation. But in hindsight, I now realize that this was a huge mistake—and one that almost cost me my business.
Here’s why I regret it, what I’ve learned, and why you should charge what you’re worth, even if you’re just starting out.
The False Start: Undervaluing My Work
At the beginning of my journey as a calligrapher and designer, I was focused on just getting work. I thought that the more projects I did, the more recognition I’d get, and eventually, clients would see my value. So, I offered to do work for free or at steep discounts for friends, family, and even strangers. I thought that doing so would build goodwill, fill my portfolio, and establish my credibility. And for a while, it seemed to work—at least, on the surface. But looking back, I realize I wasn’t doing myself any favors. In fact, I was doing the opposite.
The Toll It Took: Low-Balling Myself
The truth is, when you charge less than your worth (or nothing at all), you start to devalue your skills—not just in the eyes of your clients, but in your own mind as well. When I gave away my work for free or at a discount, I didn’t just lose income. I also lost the opportunity to position myself as a professional. I didn’t set boundaries, and clients often didn’t respect my time, my craft, or the effort it took to complete the work. But perhaps the most damaging effect was internal. Every time I lowered my price or worked for free, I felt like I wasn’t good enough to ask for what I deserved. I was afraid of scaring potential clients away, afraid they’d see my prices as “too much.” I was afraid of failure. The truth is, the people who respect your art are willing to pay for it. Discounting or offering things for free often attracts people who only value what they’re getting in terms of price, not quality.
The Wake-Up Call: Realizing My Value
The turning point came when I started to realize something: I’ve put in the work to get good at this. I had spent years learning calligraphy, experimenting with design, and refining my skills. The time and energy I put into each piece was valuable—not just to me, but to my clients as well. That was when I made the conscious decision to start charging what I was truly worth. It wasn’t easy. I had to push past my fear of rejection and trust that there were clients out there who would recognize the value of my work.
The Shift: Charging What You’re Worth
Once I shifted my mindset and started valuing my own work, things began to change. I stopped doing free work, and I raised my prices. Sure, it took some time for clients to catch on, but over time, I noticed a significant difference.
Higher-Quality Clients: When I charged what I was worth, I attracted clients who respected my time and talent. They were serious about their projects and were willing to invest in quality work.
Respect for My Time: Charging appropriately meant that I could dedicate the time needed to do my best work, without feeling drained or resentful. I could focus on each project with the attention it deserved, without compromising my personal or professional boundaries.
Growth in Confidence: Charging what I was worth wasn’t just about the money—it was about taking my business seriously. It helped me step into my role as a professional, knowing that my skills had value.
What I Wish I Knew Sooner
If I could go back, I would tell myself that starting out doesn’t mean underpricing. Your work deserves respect from the very beginning. Here’s what I wish I knew back then:
Don’t Compare Yourself to Others: It’s easy to look around and see others offering cheaper services, especially when you’re just starting. But remember, everyone’s journey is different, and your skills and experiences are unique.
You’re Not Just Selling a Service, You’re Selling Your Expertise: Think about the hours of practice, the classes you’ve taken, the mistakes you’ve made, and the experiences you’ve gained. That’s all part of the value you bring to the table.
Discounts Don’t Equal Better Results: Clients who ask for discounts or free work often don’t appreciate the effort you put in. Charging full price ensures you get the compensation you deserve and also helps filter out the people who might not be the best fit for your services.
Final Thoughts: The Takeaway
Starting out in any creative field is tough. It's natural to want to get your foot in the door, but it's important to remember that you don’t have to undercut yourself to do that. You have value, and the work you create has value. Don’t be afraid to charge what you're worth, even if you're just starting out. So, take it from me: don’t sell yourself short. Your talent is valuable, and the world needs to see it. By charging fair prices for your work, you’ll not only grow your business but also build the confidence to continue creating with passion and purpose. Don't get me wrong, there is a time and a place for pro bono design work. I often donate my time, designs and products to people and causes I care about and doing so is extremely important to me. As a new business owner trying to get their name out there, there is also room for working for exposure rather than for payment. Those things aside, I am talking about doing work for free or for a discount just because I felt guilty for charging people (mostly friends and family early on) a fee for my art. Before I knew better, I was doing so many projects for little to no money and truly undervaluing myself and my skill as an artist and calligrapher. I remember several years ago taking on a 350 word poem commission for a lady I worked with at the time. It was my first time doing anything like that and I had absolutely no idea how much time and patience I was going to need to get it finished. I quoted the lady $75. Yep, that's it. I felt guilty and awkward asking for money for some reason. That poem took me hours to complete, not to mention the time it took to measure and remeasure only to mess up in ink and have to start over. My goodness that was rough - but I am grateful for it. If I hadn't gone through it, making mistakes and learning along the way, I wouldn't have the experience and the knowledge I do today. Sometime after that, I signed up for a a course for calligraphers I found online called Panic Free Pricing put on by fellow calligrapher Becca Courtice over at The Happy Ever Crafter. She lives by the business philosophy of "full price or free" and after a mindset shift on my part - now so do I. As I said before, in my opinion there is room for pro bono work and there could be opportunities to work for exposure that might be worth it but other than those extenuating circumstances I no longer provide any sort of discount on my work or my products for any reason. As an artist and calligrapher, when you discount your work or the products you have to offer, it tells your clients that that is what the true value of your work actually is. When we price our art for what it is worth, we show value in our skill and ourselves and we find our ideal clients.
2. TAKING ON ANY AND EVERY PROJECT THAT CAME MY WAY
When I first started my journey as a calligrapher, I was hungry for experience, eager to build my portfolio, and determined to make a name for myself. So, when a project came my way, I jumped at the opportunity—no questions asked. Whether it was a wedding invitation, a quote for someone’s home decor, or a corporate event, I took it all on, believing that more work would lead to more exposure and success.
However, after a few years of saying “yes” to everything, I realized that not every project is a good project. In fact, in the beginning, I made a critical mistake: I didn’t take the time to evaluate if a project aligned with my business goals. Here’s why taking on any project that came my way wasn’t the right strategy—and why you should be more selective about the work you accept, too.
The Pitfall of Saying “Yes” to Everything
At the start of my calligraphy career, I was scared of turning down any opportunity. I felt like I needed to prove myself, get my name out there, and build up a portfolio fast. So, when people reached out, whether they were friends, family, or strangers, I said “yes” without hesitation.
The idea was simple: the more projects I took on, the more experience I gained, and the faster I would grow my business. Or so I thought. But the truth was, by accepting projects that didn’t align with my goals, I was stretching myself thin, diluting the quality of my work, and not building a cohesive brand identity. Here’s how I learned that saying “yes” to everything isn’t always the best business move.
The Consequences of Taking Projects That Didn’t Align with My Vision
Burnout and Overwork
One of the biggest downsides to taking on any project was the burnout it caused. There were times when I was juggling multiple projects at once—some that I was truly passionate about, and others that I was just doing for the paycheck or to fill up my calendar. The result? Long nights, stress, and ultimately, a decline in the quality of my work. When you're working on things that don’t excite you or align with your strengths, it drains your creativity and energy. Eventually, I realized that working myself to the bone wasn’t sustainable, and it wasn’t helping me achieve the level of mastery I wanted in my craft.
Inconsistent Branding
My business didn’t feel cohesive in the beginning. Since I was saying yes to all kinds of projects—some traditional, some modern, some whimsical—I didn’t have a clear direction or niche. This inconsistency made it harder for potential clients to understand what I truly offered or what I stood for. As a result, I wasn’t attracting the clients I truly wanted. Over time, I realized that having a clear vision of my niche and sticking to it would not only help my brand stand out, but also attract clients who aligned with my style and values.
Unideal Clients
Some of the projects I took on didn’t come from people who truly appreciated or understood my craft. I realized that by taking any project, I was attracting clients who were focused solely on price or quantity, rather than quality and craftsmanship. While I was just trying to build my business, some of these clients ended up being more demanding and harder to work with than I expected, which often led to dissatisfaction on both sides. The truth is, when you’re clear about the type of work you want to do, you start attracting clients who are excited about that very thing and are willing to pay accordingly. This leads to healthier, more fulfilling client relationships.
The Turning Point: Defining My Goals and Saying “No” to What Doesn’t Fit
At some point, I realized that I had to take a step back and define what I truly wanted from my calligraphy business. Instead of just focusing on any work that came my way, I needed to be strategic and align my projects with my long-term vision.
I asked myself:
What kind of clients do I want to attract?
What styles of calligraphy do I want to specialize in?
What do I want my portfolio to say about me as an artist?
What are the types of projects that excite me the most?
Once I began to answer these questions, I could clearly see which projects were a good fit—and which ones were not.
The Benefits of Aligning Projects with My Calligraphy Business Goals
Focused Growth By saying “no” to projects that didn’t fit with my brand or vision, I was able to focus on the work that really mattered to me. This allowed me to refine my skills in the areas I was most passionate about, instead of spreading myself too thin. Over time, I built a portfolio that reflected the style and quality I wanted to be known for, which helped me attract clients who valued my expertise.
Stronger Client Relationships When I started taking on only the projects that aligned with my goals, I noticed a shift in the type of clients I attracted. They were people who truly appreciated the art of calligraphy and respected the effort and time I put into my work. These clients were more communicative, trusting, and willing to pay what my work was worth—without hesitation.
Increased Confidence Knowing exactly what I wanted out of my business gave me the confidence to set boundaries and prioritize my time. I no longer felt the need to say “yes” to every project that came my way. Instead, I focused on projects that I was excited about and that would help me grow my brand in the direction I wanted.
Lessons Learned: Why You Should Be Selective
Know Your Worth: Don't be afraid to turn down work that doesn’t align with your brand, your values, or your skills. Your time and energy are valuable, and it’s important to invest them in projects that will help you grow in the direction you want.
Build a Clear Brand: Think about the type of work you want to be known for. Building a niche allows you to attract the right clients and helps you create a consistent, recognizable portfolio.
Set Boundaries: Saying “no” can be tough, but it’s a crucial skill to develop as a creative entrepreneur. You don’t have to take every project to build your business—you just need to be strategic and focused on your goals.
Final Thoughts
Saying “yes” to every project that comes your way might seem like the best strategy when you’re starting out, but it’s not always the most effective. By aligning your work with your goals, you not only set yourself up for long-term success but also protect your passion and creativity.
Take the time to define your vision, set clear boundaries, and be selective about the projects you accept. Being a creative small business owner who works mostly freelance can be challenging when you never really know when your next job is coming from and there is that constant pressure to continuously bring in work - I mean, we all gotta pay the bills and put food on the table right? As a lettering artist and calligrapher, the projects I take on and the work that I do varies tremendously - it is different almost every day and that is one thing I love about my job but put both of those things together an it can be a recipe for disaster. Early on, I was saying yes to every single job offer and project that came my way. While I may be capable of doing some of these one off commissions - they definitely weren't necessarily what I wanted to be doing. Finding your niche can be really difficult and when you want to be working as much as possible, saying yes to jobs that don't align with your business goals will only frustrate you and make it harder for your ideal clients to find you. When you do anything and everything - your customers don't exactly know what it is you have to offer them. If you are able to niche down the services you offer to your clients and do those services really well - you will be able to charge a premium for that work and in turn find those who value you, your time, and your skill. Trust me, it will pay off in the long run—and it’ll help you create the kind of business you’ve always dreamed of.
3. SHARING IDEAS OR DESIGNS BEFORE GETTING A DEPOSIT
As a creative entrepreneur, there’s nothing quite like the excitement of getting a new project. When someone reaches out to you with a potential opportunity, your mind races with ideas. You’re eager to impress them, show them what you can do, and build a relationship. Early on in my calligraphy business, I made a mistake that many creatives make: I shared my ideas and designs with potential clients before getting a deposit. At the time, it seemed like a good idea. I wanted to build trust, show my work, and land the job. But over time, I learned the hard way that this practice was a huge mistake. Here’s why it didn’t work for me, and why you should always get a deposit upfront before sharing your creative ideas.
The Allure of Free Ideas: Why I Did It
When I first started, I was hungry to prove myself and get my business off the ground. I wanted potential clients to see my vision and understand my style, so I’d often send over mockups, sketches, or design ideas before asking for any commitment. In my mind, I was offering value upfront in hopes that the client would be just as excited about the concept as I was, and it would be an easy win. I thought, If they like what they see, they’ll hire me, no question about it. But what I didn’t realize at the time was that sharing ideas without any form of payment or commitment opened me up to a number of challenges—challenges that could’ve been avoided with just one simple step: a deposit.
The Consequences: What Happened When I Didn’t Get a Deposit First
No Accountability from Clients
One of the biggest issues I ran into was clients taking my ideas without following through. I’d send over a design or idea, and sometimes, after days or even weeks of back-and-forth, I wouldn’t hear from them again. They’d either decide to go in a different direction or simply not reply at all. As frustrating as it was, I had nothing to show for the time and energy I had invested. There was no commitment from their side to move forward with the project. In hindsight, I see how important it is for clients to feel a sense of accountability. A deposit shows that they are serious about the project and respect the work you're putting into it. Without that, your ideas are just free inspiration, and you’re left with nothing but wasted time.
Unpaid Work & Lost Revenue
I was essentially doing free work for potential clients—work that I could have been using to attract paying clients or improve my portfolio. The reality was that my ideas were valuable, and giving them away without any form of payment meant that I wasn’t getting compensated for my expertise, time, or creativity. It was an easy mistake to make early on, especially when I wanted to prove myself and build relationships. But without a deposit or upfront payment, I was missing out on revenue that could have supported my business and my growth as a creative professional.
Unclear Expectations
Another consequence was the lack of clear expectations for both me and my clients. Without a deposit, there wasn’t any formal agreement on timelines, revisions, or what exactly the final product would look like. This led to miscommunications, clients changing their minds halfway through, or asking for endless revisions, all while I had no financial backing for the time I was investing. A deposit isn’t just a financial transaction—it’s an agreement that both parties are on the same page. It sets the tone for professionalism, outlines the scope of work, and helps ensure that the client is committed to seeing the project through. Without that, everything was left hanging in uncertainty, which made it harder to protect my time and energy.
The Turning Point: Why Deposits Are Essential
I eventually realized that the only way to protect myself, my time, and my business was to change how I worked with clients. Getting a deposit upfront became a non-negotiable part of my process.
Here’s why:
It Creates Commitment from the Client When a client puts down a deposit, it shows that they are committed to moving forward with the project. It also gives them a sense of ownership over the work you’re about to do. They’ve already invested in you, which increases the likelihood that they will follow through with the project and respect your time and effort.
It Protects Your Time Time is one of the most valuable resources you have as a creative entrepreneur. When you ask for a deposit upfront, you’re making sure that the client is serious about working with you. This helps prevent clients from stringing you along or wasting your time with endless revisions or constant changes to the project without any intention of actually following through. It ensures you’re not just giving away your work for free.
It Provides a Clear Contractual Agreement A deposit is part of a larger contract that outlines the terms of your work. This contract should include the project scope, payment schedule, timelines, and revisions. Having a clear, written agreement from the start helps avoid misunderstandings and ensures both you and your client are on the same page. This is especially important when you’re working on custom pieces or unique designs, where expectations can vary widely.
It Boosts Your Professionalism Asking for a deposit isn’t just about protecting yourself—it’s also about presenting yourself as a professional. Clients expect it. When you ask for a deposit, it signals that you take your work seriously, that your time is valuable, and that you expect a level of respect in return for your creativity and expertise. This helps establish your authority and credibility in the professional calligraphy industry.
How I Changed My Approach: The New Process
After making the shift to requesting deposits, I saw immediate benefits. Here’s how my process works now:
Initial Consultation: I listen to the client’s needs and ask questions about their vision, budget, and timeline.
Proposal & Contract: I send a proposal that outlines the project scope, deliverables, payment structure, and timeline. This contract includes the deposit amount (usually 50%) to secure the project.
Deposit: Once the client agrees to the proposal and signs the contract, they pay the deposit. This secures both our commitment to the project.
Design Process: I begin working on the design, knowing that the client is invested in the project and that I’m getting paid for my time and expertise.
Final Thoughts: Protect Your Ideas and Your Time
Sharing your ideas with potential clients without a deposit might seem harmless, but it opens the door to wasted time, frustration, and financial loss. By implementing a deposit upfront, you ensure that your creativity is valued, your time is protected, and your business remains professional.
Remember, your ideas are worth something. Don’t give them away for free, and don’t let the excitement of a new project cloud your judgment. A deposit isn’t just a financial transaction—it’s a sign of respect, commitment, and professionalism. Trust me, once you make this shift, you’ll feel more confident in your business, and your clients will respect the work you do even more. This one was a tough lesson for me to learn - making connections with clients is one of the best parts of my job as a professional calligrapher and I often do so by discussing ideas back and forth and getting and idea of what the client wants by learning more about them and what they are thinking for their project. Over the past couple of years I have learned that is okay, but I need to keep my ideas to myself until after they have either signed a contract with me or paid a deposit to secure their spot on my job list. It took me a while to realize it, but my ideas and my creativity take energy and are not unlimited - I need to save and conserve them whenever I can and only share them with those who value it. As a creative and a people pleaser, I am always wanting to make my client happy but need to remember that they aren't my client, or at least not an ideal one, unless they have agreed to pay me for my time and my ideas.
4. LIMITING MYSELF TO MY PHYSICAL LOCATION
When I first started my journey as a professional calligrapher, I thought I had to build my business within my immediate geographic area. I was based in Muscatine, Iowa—a charming, small town—and I figured I’d focus all my efforts on local clients. After all, it seemed like the logical thing to do: start where you are, serve your community, and build your business from the ground up. But as time passed, I realized that by limiting myself to Muscatine, I was missing out on a world of opportunities—especially when it came to the kind of live event work I wanted to do. I’m close to Chicago, a major city filled with vibrant events, couples, and businesses that could benefit from my skills as a calligrapher and engraver. It took me some time to realize that I didn’t need to be confined to my small town. In fact, by expanding my reach, I opened the door to countless opportunities that have since transformed my business. Here’s why limiting myself to Muscatine was a mistake and how expanding my focus to include Chicago and beyond has been a game-changer.
The Limits of Local: Why I Stayed in Muscatine
At first, I felt like focusing on local work made sense. Muscatine is a tight-knit community, and I thought building relationships here would help me grow my brand. The familiarity of local clients gave me a sense of security. I knew the people, the businesses, and the vibe of the area. But as much as I loved working with my local community, I began to notice a few things that held me back:
A Smaller Market Muscatine is a beautiful town, but it’s small. And in a small town, the demand for specialized services like calligraphy and custom design can be limited. There’s only so much local business to go around, especially when you’re working in a niche market that might not be as well-known or in high demand.
Lack of Live Event Opportunities As a calligrapher, my passion lies in working on live events like weddings, luxury brand activations, and corporate gatherings. I wanted to see my designs come to life in real-time—creating bespoke items, live calligraphy or engraving for guests, or beautifully crafted signage. But in Muscatine, these kinds of live events just weren’t as common. While I did get some great projects locally, I quickly realized that the live event work I wanted—particularly the bigger, more high-profile events—was happening in larger cities, like Chicago, where the demand for custom event design and calligraphy was thriving.
The Breakthrough Moment: Realizing I Could Reach More
The turning point for me came when I started to look outside of my immediate surroundings. I knew I was close to Chicago—a city full of potential clients, venues, and events that aligned with my passion for live event art and calligraphy. But I hesitated at first. I wondered if I could truly make a mark there. Would clients in a large, bustling city be interested in my work? Would they see me as just another small-town artist? That’s when I realized something crucial: location shouldn’t limit your business. The world has become more interconnected than ever, and as a creative entrepreneur, you have the ability to reach clients far beyond your immediate area.
Why It Was a Mistake to Limit Myself Locally
Missed Opportunities for Growth By focusing solely on Muscatine, I was closing myself off to a larger pool of potential clients. Chicago is not just a nearby city—it’s a hub for the kind of work I wanted to do. There were countless event planners, couples, and businesses looking for calligraphers who could provide the custom, high-quality work I was passionate about. By limiting myself to my local market, I was missing out on those connections.
Smaller Client Budgets In a smaller town, people might have tighter budgets for high-end custom work. While I could still find clients who appreciated quality and craftsmanship, many weren’t willing to pay what my work was truly worth. On the other hand, larger cities often have a higher budget for creative services, especially when it comes to weddings and corporate events. Expanding to Chicago meant I could offer my services at a price that reflected the value I bring, without undervaluing myself or compromising my work.
Not Reaching My Full Potential I was limiting my potential by staying within my comfort zone. I wanted to work on bigger, more creative projects. I wanted to see my calligraphy featured at luxury weddings and upscale events. By expanding my reach to Chicago and surrounding areas, I gave myself the chance to pursue the kind of work I truly wanted. I could finally tap into my full potential and focus on the projects that excited me.
How Expanding to Chicago Changed Everything
Once I started pursuing clients in Chicago, everything shifted. Here’s how:
The Right Clients Found Me When I broadened my horizons and started actively targeting clients in Chicago, I found that the type of work I was passionate about was abundant. I worked with event planners who were looking for someone with a unique style and could bring their creative vision to life. The demand for live event calligraphy was higher, and clients were excited to work with me.
New Business Opportunities With the larger market came new business opportunities. I got the chance to collaborate with photographers, florists, and planners on styled shoots, and those collaborations introduced me to even more clients. My name began to get passed around in the Chicago event planning community, and I started to build relationships with professionals who could help elevate my business.
Higher-Profile Events Once I started to step into the Chicago market, I quickly saw the difference in the scale of events I was working on. I was now able to book high-profile weddings and corporate events—exactly the type of live event work I had dreamed of doing. The work was more fulfilling, and I could see my creative vision come to life in new, exciting ways.
Willingness to Travel I also realized that I didn’t have to limit myself to just Chicago proper. I’m willing to travel, and that’s something I started offering clients. Whether it’s a wedding in the suburbs or a corporate event in a neighboring city, being open to travel has allowed me to tap into markets and venues that I might not have considered otherwise.
What I Learned: Don’t Limit Yourself
Looking back, I realize that the biggest mistake I made early in my calligraphy business was thinking I had to limit myself to Muscatine. While I love my hometown, I’ve learned that your location doesn’t define the scope of your business. There’s a world of opportunity out there—especially in larger cities like Chicago—and it’s important to be open to going where your clients are.
If you’re a creative entrepreneur, here are a few takeaways from my experience:
Don’t Let Geography Hold You Back If you’re close to a larger city or hub, take advantage of it. Bigger cities often offer more opportunities for live events, weddings, and corporate work, which can align more with your passions and goals for your creative business.
Be Willing to Travel Whether it’s a nearby city or a destination event, be open to traveling. Offering this flexibility can set you apart from competitors who may not be as willing to step outside their local area.
Go Where Your Ideal Clients Are Identify where your ideal clients are located and start targeting those areas with your marketing efforts. With the power of social media and online networking, you can build connections in any city, regardless of where you live.
Final Thoughts
Limiting myself to Muscatine was a mistake, but it was a lesson I needed to learn in order to grow. Expanding my reach to Chicago opened the doors to new clients, higher-profile events, and more creative opportunities than I ever imagined. Don’t be afraid to push past the boundaries of your physical location. The world is big, and your creative business can reach far beyond your local area.
I am from a very small town in extreme eastern Iowa, right along the Mississippi River. The population of Muscatine, Iowa is right around 23,000 people and it is your very typical midwestern town - where everyone knows everyone and also all of their business. I was born and raised in the area and it will always be home - however there aren't too many opportunities for live events for calligraphers and engravers to stay busy and truthfully not enough people needing hired art services in general. Early on this really discouraged me and I had convinced myself that due to living in a small town, I would never be able to grow my business and fulfill my dream of being a full time artist. Oh how I was wrong. Not only has being from a small town helped me grow my business, I simply travel to a bigger city to do some of the work I want to be doing. Being from a small town means that I know a lot of people, and those people know a lot of people, and all of a sudden that small town is now even smaller - which means plenty of opportunities to share my work and network with those who might be interested in hiring me. Not only that, because I am 3 hours from Chicago and willing to travel - I just market myself there as well. I have had a lot of success working both angles and look forward to finding new and fun ways to create opportunities for myself and my small business.
5. NOT TAKING TIME TO SET GOALS AND FOCUS ON MINDSET
When I first started my journey as a calligrapher, I was driven by passion and excitement. I had the skills, the creativity, and the desire to make it work—but I didn’t have a clear roadmap for how to get there. My days were filled with busy work—creating projects, responding to clients, designing on the fly—but I didn’t stop to set concrete goals or intentionally develop a growth mindset.
Looking back now, I can see that this was a huge mistake. I wasn’t laying the foundation for sustainable growth, and I was missing out on opportunities to push myself forward as both an artist and a business owner. Here’s why I now believe that setting goals and nurturing a growth mindset should have been priorities from the start, and how doing so changed my business for the better.
The Trap of “Going with the Flow” Without Clear Goals
Early in my business, I thought that success would come naturally if I just worked hard enough and kept putting my work out there. I felt like things would fall into place as long as I kept busy. But in hindsight, I now realize that “going with the flow” without a plan or specific goals only took me so far. Without measurable objectives or a clear direction, I was drifting instead of intentionally steering my business toward growth.
No Clear Vision for Growth Without goals, I had no real vision for what I wanted my business to become. I wasn’t thinking about where I wanted to be a year from now or five years from now. I just focused on the present: completing the next project, responding to the next email. While that kept me busy, it didn’t move me forward in a meaningful way. I wasn’t thinking strategically about what kind of work I wanted to focus on, the type of clients I wanted to attract, or how I could improve my skills.
Lack of Accountability When you don’t have clear goals, there’s no real accountability. I didn’t set targets for how many clients I wanted to book or what kind of revenue I wanted to generate each month. As a result, I didn’t push myself to work toward milestones that could measure my progress. Without accountability, it was easy to get stuck in a cycle of doing the same things without stepping outside my comfort zone or challenging myself to grow.
Feeling Stagnant Without a roadmap for where I wanted to go, I started to feel like I was stuck in place. I was busy—but was I moving toward something bigger, or just treading water? I realized I wasn’t growing as fast as I could have been because I wasn’t taking the time to assess where I was and where I wanted to be.
The Power of Setting Goals
It wasn’t until I began intentionally setting goals that things started to shift in my business. Goal-setting isn’t just about checking off tasks—it’s about having a clear vision and direction. Here’s what happened when I started to take goal-setting seriously:
Focused Action Setting specific, measurable goals helped me focus my efforts. Instead of feeling scattered or unsure of what to do next, I had a clear direction. Whether it was targeting a certain number of clients per month, increasing my prices, or booking a specific type of event, having goals allowed me to break my work into smaller, actionable steps. Each task I completed became a small victory that contributed to my overall growth.
Trackable Progress When I set goals, I had something concrete to measure my progress against. I could look back at the end of the month and see how far I had come. This made it easier to identify areas where I was excelling and areas where I needed to improve. Setting clear, realistic goals allowed me to reflect on my achievements, tweak my strategy if needed, and celebrate wins along the way.
Increased Motivation There’s something about seeing progress toward a goal that fuels your motivation. As I started hitting milestones—whether that was booking my first wedding or hitting a specific revenue goal—I felt a sense of accomplishment that made me want to push harder. It gave me the energy to keep moving forward, even on days when things weren’t going as planned.
Why a Growth Mindset Was Key to My Success
Along with setting goals, another crucial aspect of my growth was developing a growth mindset. Early on, I wasn’t always open to learning or seeing challenges as opportunities to grow. Instead, I focused too much on what I didn’t know or feared making mistakes. This kind of fixed mindset made it harder to take risks or try new things. However, once I made the conscious decision to cultivate a growth mindset, everything changed.
Embracing Challenges With a growth mindset, I stopped seeing challenges as roadblocks. Instead of being intimidated by tough projects or difficult clients, I saw them as opportunities to learn and improve. This shift in perspective opened the door to more opportunities, better work, and personal growth.
Learning from Feedback Instead of getting discouraged by feedback, I started viewing it as an invaluable tool for growth. Whether it was a critique from a client or advice from a mentor, I realized that feedback helped me refine my craft and become a better calligrapher and business owner. I learned to embrace constructive criticism and use it to my advantage.
Staying Resilient The early days of my business weren’t always smooth. I made mistakes, faced rejection, and dealt with setbacks. But with a growth mindset, I learned to bounce back stronger each time. I understood that failure wasn’t the end—it was simply part of the process, and I could learn something from every experience.
Continuous Learning Developing a growth mindset also meant committing to continuous learning. I started investing time in developing new skills—whether that was attending workshops, taking online courses, or learning from other calligraphers. This not only improved my craft but also kept me excited about my work and opened doors to new opportunities.
Why You Should Prioritize Goal-Setting and a Growth Mindset
If there’s one thing I’ve learned in my calligraphy business, it’s that success doesn’t happen by accident. It happens when you’re intentional about setting goals, staying focused on your vision, and fostering a mindset that embraces growth. Here’s why you should make it a priority:
Clear Direction Setting goals gives you a sense of purpose. It provides a map for where you want to go and helps you stay focused on what truly matters. Without goals, it’s easy to get lost in the noise of day-to-day tasks without making progress toward what you really want.
Faster Growth By embracing a growth mindset and setting goals, you can accelerate your growth. You’ll be more open to learning, taking risks, and adapting to change—all of which will help you grow faster than if you’re simply working without a plan.
More Confidence When you set goals and start achieving them, your confidence builds. You begin to believe in your abilities and feel more empowered to take on bigger challenges. This confidence will help you build a stronger business and create more opportunities for yourself.
Final Thoughts: My Biggest Takeaway
Looking back, I wish I had prioritized goal-setting and a growth mindset from the very beginning of my calligraphy business. It would have saved me time, energy, and frustration, and helped me grow at a much faster pace. But the good news is, it’s never too late to start. If you’re just beginning your creative business or are in the early stages, make goal-setting and cultivating a growth mindset your top priority. It will help you stay focused, motivated, and open to the endless possibilities ahead.
Thanks for reading!
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