Building a business that still feels like it's yours.
If you’ve been listening to the podcast this year, you know we’ve spent a lot of time sharing our own thoughts on what it actually means to build a business that’s aligned with your values.
So it felt timely in our recent conversation with Julia Miller of Yond Interiors (Episode 196). We were talking about creative freedom, collaboration, and how she decides which projects are right for her. Julia said something that stuck with me: that letting go of some of the fear around disappointing people, or stepping outside of expectations, has allowed her to create interiors she thinks are really cool, while also building something that feels aligned with her—not just with the design industry.
That distinction really sat with me after the episode because when I started my design business, I think a lot of my ideas about success came from looking outward. Bigger projects. Bigger budgets. More recognition. A bigger team. More revenue. All of those things felt like obvious signs that I was moving in the right direction.
And to be clear, I still want to be successful and ambitious. But after nearly a decade in business, I’m much more interested in asking myself: Successful at what?
What does success look like?
You can build a successful business and realize you don’t particularly like the job description you’ve created for yourself.
I’ve learned that there are parts of this work I genuinely love: being creative, solving weird space plan problems, working with interesting people, finding the unexpected thing that makes a room feel special. I want clients who trust me enough to let me do that. I want collaboration. I want curiosity. I want to have fun doing the work.
Julia talked about creative freedom in a way that really resonated with me. Not as some precious “don’t question the designer” thing, but as knowing the conditions she needs to do her best work, and being willing to build her business around those conditions.
I think that’s something all of us could probably spend more time thinking about.
What conditions do you need to do your best work?
Do I actually want a huge team? Do I want every project to be a whole-house, multi-year undertaking? Do I want more projects, or better projects? How much money is enough? How much of my time and energy am I willing to exchange for growth? What kinds of clients allow me to do work I’m genuinely excited about?
I don’t think there’s one right answer to any of those questions. That’s kind of the point.
Choose your own adventure
Maybe success for you is a team of twenty and projects around the world. Maybe it’s working four days a week and being home when your kids get out of school. Maybe it’s doing fewer projects with complete creative freedom. Maybe it’s making a great living without ever managing another employee.
What I’m realizing is that we have to be careful not to accidentally build the business we think we’re supposed to want.
And I think Julia’s point about fear is a big part of that. Sometimes we know what we want our business to look like, but making that choice means disappointing someone, saying no to an opportunity, doing something differently than our peers, or walking away from something that looks successful from the outside.
That can be scary. But there’s also a lot of freedom on the other side of it.
So lately, I’ve been trying to look at decisions through a slightly different lens: Does this get me closer to the business (and the life) I actually want?
Not: Does this make me look more successful?
Not: Is this what everyone else in the industry is doing?
And definitely not: Will this look good on Instagram?
The exciting part is that we actually get to decide!
Building the excitement into your business
One of the biggest gifts of owning a business is that it doesn’t have to stay the same just because something worked for us five years ago. We can change our services. Raise our prices. Take on fewer projects. Build a team, or even make it smaller. Say no to work that isn’t right anymore and make more room for the work that is.
I don’t have all of those answers figured out, and I’m not sure I ever will. But I’m starting to think that’s less of a problem and more of an opportunity.
Our businesses can evolve as we do.
And that feels like a much better definition of success: building something that continues to reflect who you are, what you care about, and the kind of work you want to put into the world.
Let’s be real, if we’re going to put this much of ourselves into building a business, we might as well build one we’re excited to be a part of.
Fizzles & Sizzles
Rebecca's Fizzle
My birthday month really had me feeling the passage of time. My baby turned 12, I’m officially in my 50s, and every Sandwich Generation cliché is starting to feel a little too accurate. It’s all good, but wow, what a trip.
Rebecca's Sizzle
We had a perfect getaway in Santa Barbara for a client’s wedding. A beautiful hotel, perfect weather, long walks, and good company filled my cup.
Shaun's Fizzle
I’ve had a potential client I really liked choose another direction. Asking for their feedback on how they chose to move ahead has been a great way to learn and refine. Feedback is a gift!
Shaun's Sizzle
Earlier this year, I planted a Queen of the Night flower (Epiphyllum oxypetalum), and it finally bloomed! The flower lasts just one night. You’ve seen the CGI version of the flower if you watched Crazy Rich Asians.