THE DESIGN

INDUSTRY PLAYBOOK
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made by james The ultimate champion of the everyday designer
Overview: The Journey

The journey to becoming a 5-star designer involves more than

mastering the art of design itself. This approach is built on four essential
pillars: Creativity, Goals, Business, and Relationships.
Each pillar plays a distinct role, offering a balanced framework that
guides designers not only in creating exceptional work but also in
building sustainable, fulfilling careers. This breakdown provides an
overview of these pillars and actionable insights for how to apply each
one in the real world.

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Pillar 1: Creativity Pillar 2: Goals 3

By consistently nurturing and expanding their creative skills, designers Break down goals into 90-day windows, reassess each quarter,
can deliver original work that resonates in a crowded market. and avoid overwhelming yourself with too many targets.

Summary: Creativity is the foundation of a designer’s impact and success. It goes beyond Summary: Setting clear, achievable goals is essential to navigating the often unpredictable
aesthetics, encompassing innovation, problem-solving, and a unique approach that sets each path of a design career. Goals provide focus, direction, and a structured framework for growth,
designer apart. By consistently nurturing and expanding their creative skills, designers can deliver helping designers avoid distractions and keep moving forward. By applying a goal-setting
original work that resonates in a crowded market. structure, designers can make consistent progress and keep their vision aligned with long-term
aspirations.
• Role of Creativity: The heart of a designer’s success, focusing on problem-solving and
innovation rather than just aesthetics. • Importance of Goals: Clear goals provide direction and help avoid distractions that derail
progress.
• Pushing Boundaries: Reject conformity and trends to create unique, impactful work.
• Framework for Goal Setting:
• Building Your Creative Muscle:
– 10-3-1-90: Think of long-term goals (10 years) and gradually narrow down to 90-day
– Treat creativity like a muscle – it needs exercise and rest. objectives for steady progress.
– Avoid burnout by balancing work with downtime.
• SMART Goals: Use goals that are Specific, Measurable, Achievable, Relevant, and Time-
• 
Curate Your Own Taste: Develop a unique perspective by exploring diverse influences, avoiding bound.
the “sea of sameness.”
• Quarterly Focus: Break down goals into 90-day windows, reassess each quarter, and avoid
• Actions to Take: overwhelming yourself with too many targets.
– Follow your heroes for inspiration, but focus on what makes your own taste unique. • Practical Advice:
– Regularly save and organize ideas, articles, and experiences to spark originality.
– Keep a “Disney Drawer” for new ideas – store ideas until the end of each quarter to focus
on current priorities.

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Pillar 3: Business Pillar 4: Relationships 4

Stay true to your expertise, avoid jumping on every trend, It’s easier and more rewarding to maintain existing
and focus on long-term credibility. clients than constantly seek new ones.

Summary: To succeed in design, it’s essential to understand and manage the business side of Summary: Building lasting relationships is often the most overlooked but vital component of a
the profession. A business plan helps designers structure their vision, communicate their value, successful design career. Strong relationships with clients, peers, and mentors provide ongoing
and align their creative work with strategic growth goals. This pillar covers the fundamentals of opportunities, resources, and support that extend far beyond individual projects. By fostering
running a design business effectively, from defining a target market to setting financial goals and genuine connections, designers create a network that supports both personal and professional
establishing a strong brand identity. growth.

• You’re a Business Owner, Not Just a Designer: • Importance of Relationships: Building strong relationships with clients, peers, and other
professionals is crucial to long-term success.
– Running a design career means mastering business essentials like branding, positioning,
pricing, and contracts. • “Know, Like, Trust” Model:
• The Value of a Business Plan: A roadmap aligns your creative work with a clear strategy for growth. – Know: Learn about potential clients and understand their needs.
– Like: Build rapport by engaging genuinely, without an immediate sales push.
• Positioning is Key: “If you don’t position yourself, you’ll be positioned.” Stand out by defining your
unique value. – Trust: Demonstrate value over time through consistent quality and reliability.

• 
Core Components of a Business Plan: • Nurture Relationships Continuously:

Summary: Define your vision, mission, and unique value.

–  – It’s easier and more rewarding to maintain existing clients than constantly seek new
ones.
– Research: Analyze your target market and competition.
– Provide value without expectation to build authentic connections.
Strategy: Detail how you’ll market and attract clients.
– 
Finances: Outline expected revenue, expenses, and profitability.
–  • Stay Top of Mind: Regularly connect with your network through helpful resources and follow-
ups that resonate with their interests.
• 
Consistency Over Trends: Stay true to your expertise, avoid jumping on every trend,
and focus on long-term credibility.

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Overview: Creative Defense

Creative Defense is essential for designers who want to thrive in their

careers while maintaining their mental well-being and creative energy.
This module covers the foundational practices and strategies that allow
designers to protect their business, manage client relationships, and
establish processes that reduce stress.
With Creative Defense, designers can create a balanced, enjoyable,
and sustainable career by implementing strong business principles,
structured workflows, and effective client retention strategies.

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Lesson 1: Intro to Creative Defense Lesson 2: Business Foundations 6

Understanding different pricing structures helps designers choose

Creative Defense provides the structure needed to reduce stress the best approach for each client, ensuring fair compensation
and foster a sustainable, enjoyable career. and minimizing burnout.

Summary: Creative Defense helps designers attract and retain clients by setting boundaries and Summary: Establishing solid business practices is essential for a stable and sustainable design
maintaining workflows that protect their creative energy and mental health. This foundational career. This lesson covers various pricing models and core business strategies to ensure fair
approach makes it easier to navigate client work, prevent burnout, and build a long-lasting career. compensation and profitability while managing time and energy effectively.

• Purpose of Creative Defense: A guide to sustaining creative energy and well-being in client • Key Pricing Models:
work.
– Hourly: Charges based on time but may lack income stability.
• Core Areas: – Fixed: Offers predictable income with clear project boundaries.
– Business Foundations: Structure pricing, marketing, and finances for stability. – Value-Based: Aligns with project impact, suitable for larger clients.
– Friction-Free Workflow: Avoid scope creep and keep projects on track. – Retainer: Provides steady income, builds long-term client relationships.
– Communication and Selling: Articulate your value effectively. • Advanced Pricing Models:
– Client Attraction and Retention: Build strong, lasting relationships.
– Calculated Risk: Shares profits or royalties as an alternative to fixed fees.
• 
Key Takeaway: Creative Defense provides the structure needed to reduce stress and foster a – Lifestyle Pricing: Aligns with lifestyle goals, beneficial for experienced designers.
sustainable, enjoyable career.
• Key Takeaway: Understanding different pricing structures helps designers choose the best
approach for each client, ensuring fair compensation and minimizing burnout.

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Lesson 3: Friction-Free Client Method Lesson 4: The Campfire Creative Process 7

By fostering a “we” process, designers can avoid conflicts and create Following a structured process from start to finish creates a more
a more enjoyable working relationship. efficient workflow and reduces misunderstandings with clients.

Summary: The Friction-Free Client Method shifts the designer-client dynamic toward Summary: The Campfire Creative Process provides a structured, repeatable approach for
collaboration, emphasizing empathy and mutual benefit. By fostering a “we” process, designers moving from concept to completion, ensuring a smooth, collaborative experience for both the
can avoid conflicts and create a more enjoyable working relationship. designer and client.

• Core Concepts: • Key Pricing Models:

– Sandbox: Engage with clients in a non-sales environment to build trust. – Gather: Collect essential client information in the discovery phase.
– Defining the Fit: Screen for alignment with client needs and values. – Whittle: Refine ideas and narrow down concepts.
Flexible Expectations: Customize each project to client goals while maintaining boundaries.
–  Ignite: Finalize the chosen idea and bring it to life, aligning closely with client objectives.
– 
Creative Mutualism: Treat clients as partners for a “one-size-fits-one” approach.
– 
• Communication Tips: Keep the client engaged and involved at each stage.
• 
Outcome: A stronger, more enjoyable relationship with clients that leads to repeat business and
• Key Takeaway: Following a structured process from start to finish creates a more efficient
referrals.
workflow and reduces misunderstandings with clients.

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Lesson 5: How to Communicate and Sell Your Sizzle Lesson 6: How to Get and Keep Clients 8

Effective communication and selling are vital for gaining client Maintaining strong client relationships requires consistent
approval and demonstrating the value of design work. communication, understanding their needs, and delivering value.

Summary: Effective communication and selling are vital for gaining client approval and Summary: Attracting clients is just the beginning; maintaining strong client relationships
demonstrating the value of design work. This lesson emphasizes storytelling, focusing on requires consistent communication, understanding their needs, and delivering value. This
solutions, and treating projects as investments to build client trust and excitement. lesson explores strategies for both client acquisition and retention to build a lasting client base.

• Core Concepts: • Three Ways to Get Clients:

Presenting Ideas: Use storytelling to make ideas memorable and align with client goals.
–  – Master Client Conversations: Build rapport and establish trust.
– Selling Value: Show how design can solve the client’s business challenges. – Understand Client Needs: Research client industries to provide relevant solutions.
Confident Communication: Position design projects as investments for client growth.
–  – Stay Top of Mind: Keep clients engaged with regular, valuable updates.
Tools: Tools like Loom enhance visual presentations, creating a more engaging client
– 
• Three Ways to Keep Clients:
experience.
– Provide Reliable Service: Exceed expectations consistently.
• 
Key Takeaway: Clear, value-oriented communication builds client buy-in and positions designers
– Maintain Clear Communication: Ensure transparency and responsiveness.
as trusted partners.
– Deliver Ongoing Value: Show clients the long-term impact of your work.

• Key Takeaway: Building strong client relationships is essential for a sustainable, profitable
career.

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Overview: Creative Offense

Creative Offense is all about using creativity to go beyond client work,

allowing designers to build their own brand, generate passive income,
and have more control over their careers. This module introduces
strategies that empower designers to take their creative strengths and
turn them into personal projects, passion ventures, and income streams
outside of client work.
Creative Offense complements client work, helps prevent burnout, and
strengthens a designer’s unique presence in the market.

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Lesson 1: Intro to Creative Offense Lesson 2: How to Build Your Own Badass Brand 10

Creative Offense allows designers to become more valuable, creative, Create systems (templates, guides) for consistent communication
and in control by creating opportunities beyond client work. and use your brand identity to connect with the right audience.

Summary: Creative Offense encourages designers to invest in their own brand and create income Summary: Building a personal brand helps designers establish a unique identity that attracts
streams beyond client projects. This approach boosts creative control, generates passive income, clients and collaborators. By treating their own brand as seriously as client work, designers can
and helps designers stand out by developing their unique style. create a recognizable presence that opens doors to new opportunities.

• Key Benefits: • Core Aspects of Brand Building:

– Prevent burnout by engaging in personal creative projects. – Narrate a Story: Define your brand’s purpose, vision, and mission.
– Improve problem-solving skills through experimentation. – Establish Communication: Use visual and verbal identity consistently.
– Generate passive income and increase control over career direction. – Define Positioning: Clarify what you stand for and who you serve.

• Core Lessons in Creative Offense: • Practical Application: Create systems (templates, guides) for consistent communication and
use your brand identity to connect with the right audience.
– Building a personal brand, social media growth, and newsletter monetization.
– Developing a distinct creative voice and finding time for passion projects. • Key Takeaway: A strong personal brand not only attracts clients but also allows designers to
stand out in a crowded industry.
• 
Key Takeaway: Creative Offense allows designers to become more valuable, creative, and in
control by creating opportunities beyond client work.

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Lesson 3: How to Grow Like Mad on Social Media Lesson 4: How to Build a Newsletter That Pays You 11

By consistently providing valuable, authentic content, designers can A well-crafted newsletter can build a loyal community and create
grow a loyal following and build authority in their field. consistent revenue opportunities.

Summary: Social media is a powerful tool for designers to build a community, share their process, Summary: A newsletter provides a direct line to an engaged audience, allowing designers
and amplify their reach. This lesson covers strategic content creation to attract the right audience to showcase expertise, share valuable content, and drive revenue. Unlike social media,
and create meaningful engagement. newsletters are owned platforms that offer more control and engagement.

• Core Strategies: • Newsletter Benefits:

Identify Target Audience: Focus on creating content that speaks directly to the people you
–  Ownership: Full control over content and engagement, unlike social media platforms.
– 
want to reach. Direct Communication: Newsletters go straight to subscribers’ inboxes, fostering a
– 
Content Buckets: Use categories (like educational, storytelling, or personal journey content)
–  personal connection.
to appeal to different audience types. Revenue Opportunities: Monetize through ads, sponsorships, or direct product sales.
– 
– The Social Quartet: Build engaging content with story, value, action, and authenticity..
• Tips for Success:
• 
Key Takeaway: By consistently providing valuable, authentic content, designers can grow a loyal
– Offer a valuable lead magnet to attract subscribers.
following and build authority in their field.
– Keep content educational, inspiring, or entertaining to increase open rates.

• Key Takeaway: A well-crafted newsletter can build a loyal community and create consistent
revenue opportunities.

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Lesson 5: How to Get Noticed and Build a Reputation Lesson 6: Finding Time for Personal Projects 12
That Make You Money

Authenticity and consistency are key to building a strong reputation Prioritizing time for personal projects allows designers to stay
and attracting meaningful opportunities. creatively fulfilled and potentially generate additional income.

Summary: In a competitive industry, building a reputation requires standing out with authenticity, Summary: Balancing client work with personal projects is essential for creative growth and
expertise, and consistent visibility. This lesson covers strategies for positioning oneself as an potential income generation. This lesson provides strategies for dedicating time to personal
expert and gaining recognition. ventures that fuel creativity and may create additional revenue.

• Core Reputation Strategies: • Time Management Techniques:

– Positioning: Highlight your unique expertise and experiences. Autopilot Scheduling: Set recurring blocks for personal projects so they become part of
– 
Building Authority: Consistently showcase your work, share insights, and engage with
–  your routine.
others. – Time Blocking: Organize your day into focus periods based on energy levels, with high-
– Network Creation: Surround yourself with supportive peers and mentors. energy tasks in peak productivity times.
Say No to Say Yes: Occasionally decline client work to make room for personal projects.
– 
• 
Personal Storytelling: Sharing personal experiences helps to connect on a deeper level and
create a unique reputation. • Nine Creative Time-Finding Ideas:

• 
Key Takeaway: Authenticity and consistency are key to building a strong reputation and – Includes “15-minute squirrel sprints” and strategic time blocking for regular, manageable
attracting meaningful opportunities. progress on personal projects.

• Key Takeaway: Prioritizing time for personal projects allows designers to stay creatively
fulfilled and potentially generate additional income.

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NUDGE WORK:
HOMEWORK FOR
ADULTS
made by james The ultimate champion of the everyday designer
Nudgework for The Pillars Nudgework for Creative Defense 14

At the end of the month, reflect on how this focus has impacted
your work and note any specific benefits or insights gained from At the end of the month, assess how this change has impacted your
strengthening this pillar. client interactions and mental well-being.

Summary: Think about which of the four pillars—Creativity, Goals, Business, or Relationships—feels Summary: Reflect on how well-protected you feel in your client work. Do you have boundaries,
the strongest in your current career and which could use more attention. processes, and strategies that help manage stress and protect your creative energy?

Identify: Select one pillar you’d like to focus on improving this month. For example, if it’s Creativity, Identify: Identify one aspect of Creative Defense you’d like to strengthen, such as setting clearer
you might want to explore ways to break out of routine thinking; if it’s Business, maybe it’s about boundaries, refining your client onboarding process, or improving your communication skills.
refining your pricing strategy or strengthening your brand.
Action: Take one step to fortify this area. For example:
Action: Set one actionable goal related to this pillar. For instance:
Setting Boundaries: Define specific work hours and communicate them to your clients.
• 
Creativity: Dedicate 10 minutes daily to a creativity exercise (like sketching, word mapping, or
•  Client Onboarding: Create or refine a welcome packet that clearly outlines your process,
• 
brainstorming). expectations, and boundaries.
• Goals: Define a 90-day goal that aligns with your long-term career vision. Communication Skills: Practice delivering value-oriented feedback to clients, focusing on
• 
• Business: Review and update one key element of your business plan, like your pricing strategy how your design choices meet their needs.
or service offerings.
 utcome: At the end of the month, assess how this change has impacted your client interactions
O
Relationships: Reach out to one industry peer or client to reconnect and discuss potential
• 
and mental well-being. Consider any improvements in efficiency, client satisfaction, or stress
future projects.
levels.
 utcome: At the end of the month, reflect on how this focus has impacted your work and note any
O
specific benefits or insights gained from strengthening this pillar.

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Nudgework for Creative Offense 15

Reflect on any changes in your visibility, engagement, or personal

fulfillment after a month of consistent action.

Summary: Consider how much time and energy you currently invest in building your own
brand and creating opportunities outside of client work. Do you feel creatively fulfilled by your
personal projects?

Identify: Choose one area of Creative Offense you’d like to develop, such as growing your social
media presence, building a passive income stream, or enhancing your personal brand.

Action: Implement one small but consistent practice to support this goal. For example:
Social Media: Post once a week showcasing a unique aspect of your work or creative
• 
process.
Passive Income: Dedicate 30 minutes weekly to exploring and planning a digital product,
• 
course, or resource you could create.
Personal Brand: Update one part of your portfolio to reflect your latest work and align it
• 
with your brand voice.

 utcome: Reflect on any changes in your visibility, engagement, or personal fulfillment after a
O
month of consistent action. Note any new insights into how Creative Offense can support your
career growth.

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