How redefining a ‘win’ saved my business

By Sarah Macklin

When I set up my business this year, I had a very clear picture in my head of what “winning” was supposed to look like.

It was gaining clients quickly, earning a certain amount of money each month, going viral on social media. More clients, more income, more visibility, and so the circle goes round.

I believe I thought this way because it’s what we’re taught to think, the version of success that we’re shown over and over again.

The reality, however, looks very different, but it certainly doesn’t mean I’m failing.

What even is ‘winning’ anyway?

‘Winning’ is such an odd word to use in business. What do you win if you’re up until midnight replying to emails? What prize do you get if you’re burning the candle at both ends and running yourself into the ground? To me, that’s not a viable way to live, and not something I particularly want.

So I chose to look at the term differently. It doesn’t have to be about constant growth or arbitrary milestones. Sometimes it’s enough to admit that you want to maintain where you’re at so you have space to learn and develop without always reaching for the next leap forward.

I’ve thoroughly enjoyed building something that fits around my life rather than swallowing it whole. It’s about choosing clients that I enjoy working with, instead of taking on every single job that comes my way. It’s about being paid fairly for my time and expertise, instead of underselling myself just to put money on the table.

A win that wouldn’t seem like it…at first

One of my biggest wins of the year was the freedom to turn down a client. At first, this doesn’t feel like success. You feel guilt that you couldn’t fit the client in, or that they weren’t the right brand for you. Then you question whether you’ve done the right thing.

But when you can say no to clients that offer “great exposure” instead of money, that want “just a quick tweak” that’s actually hours of work, you make space in your life for the clients that you cherish, the ones you enjoy working with.

When you’re first setting up a business, it seems extremely counter-intuitive to turn paid work down. There’s a constant hum of anxiety in your brain that tells you to be grateful for every opportunity.

I worried I was being unrealistic, I was closing doors that should be kept open, I was missing opportunities to showcase what I can do.

But actually, the complete opposite happened!

In saying no, I paved the way for better projects, better clients and better conversations. I had far more energy to do my best work, instead of rushing through every job because I’d overpromised, and I became more confident, more assured and far less panicky.

I’d broken one of the first rules of start-up businesses: “Say yes to everything”. It’s well-meant advice, but it’s also deeply flawed, and my biggest success came when I did just the opposite.

I redefined what winning meant to me

Redefining the term ‘winning’ meant letting go of the idea that success has to be loud or obvious. Some of the most important milestones for my business this year won’t ever show up in a case study or a graph because these milestones were personal. They were things like trusting my instincts, holding my nerve and choosing long-term stability over short-term wins.

I’m still building and still learning, but now I measure success by how I feel. Am I happy with the way my business is going? Is it sustainable to continue like this? These yeses are sometimes far more important.

Connect With Sarah

www.thetypedword.co.uk