Lessons from a creative business owner: Adapting to keep-a-float and sailing on.
In his latest Creative Column, illustrator and designer Pete Clayton reflects on the unpredictable tides of running a creative business. Using his trademark maritime metaphors, Pete charts the journey from creative drought to rediscovered momentum — reminding us that when the wind dies down, it’s time to start rowing.
Being a business owner is never smooth sailing. Storms and chaotic weather means the boat, that is my creative business, has seen some highs and lows. I'm either crazy busy or super quiet. It ebbs and flows. However, the sea for the first quarter of 2025 was really dead. A little too quiet for too long. I found myself adrift, floating aimlessly lost at sea, with literally no work. Not even a slight breeze to catch my sails. I felt like I had run out of puff. I had nothing to invoice, I’d spent all my doubloons and provisions were very low. I felt like a sailor in The Rhyme of the Ancient Mariner on an ill-fated voyage into unknown waters.
Time to get rowing
Whilst I was in dire straits, with dwindling supplies, I wasn’t about to let myself sink and go down with my ship and drown. I needed more power and to muster up some puff. So I went to work. Being the seasoned creative “sea dog” that I am, I got back to basics. I got my trusty oars and began rowing to make up some nautical miles. What direction I was heading I didn’t know but I knew I wasn't going to just sit around… I had to keep going. I sent out “a-hoy-there” digital messages in bottles via email with my new showreel to past contacts and clients. I began flooding my LinkedIn and Instagram with self-initiated work. It’s personal passion projects, after all, that really got me going in my career and where I am today.
If you want to go fast, go alone; if you want to go far, go together
To work alone can be more efficient but if you want to go far, look to the people, or in this case, wise old sea turtles, swimming around you. The power of friendly advice and inspiration can be a solid source of power. It can help you realise things you wouldn't normally think of. Inspire you to try new things or explore new waters. Who doesn’t love a little pep talk of encouragement? So with this in mind, I fastened up a couple of turtles (friends), to help propel me further with my rowing. I was beginning to gain knots!
Fresh waters and a second wind
Before long I found myself in new waters. Waves (commissions) began slowly to ebb and flow and the wind puffed out my sails again. I found a second wind. I set the turtles free and went on my way sailing and tackling a new wave of briefs that surrounded me. There was life in this old sailor and creative ship yet!
Whilst now I am in the midst of a perfectly manageable storm of lovely commissions. As I bob about, I know the nature of business means I will be in quiet waters again at some point in my career. The trick is to remember to keep going. No wind helping? Start rowing yourself and contact clients along with commissioning yourself with passion projects. Need to get somewhere further? Ask for help and advice from your peers. Gain some insight and perspective. I refuse to drift aimlessly. If the time comes however, when I'll need to jump ship and board a different vessel and a new voyage into uncharted waters (career), then I will do that too. But for now, this illustrative skipper is hoisting his colours high and sailing off into the sunset like in an old movie, and keeping himself afloat for as long as he can.
Thanks for reading.
Pete :)
