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10 Guiding Principles for my web design business

When I first started my business, I had no idea what I was doing. I didn't even know what I wanted to do! All I knew is that I needed the flexibility to work around my family, and registering as self-employed was my first step to freedom.

But it's not as easy as it looks. There have been some hard lessons learned along the way.

And here, on the cusp of my business turning 5, I've taking my experiences and wrapped them up into a set of Guiding Principles that have helped shape my business and brand.

So here's to building an energetically sustainable business that feels good!


Guiding Principles

  • Embrace a growth mindset. You don't have to have it all figured out. No one knows what they're doing. There is no right or wrong way to do anything. You learn by doing.

  • Identify your core values and use them as a compass to guide the way. When you focus on what's truly important to you, making decisions becomes infinitely easier and running your business brings more fulfilment and joy

  • Trust your gut instinct. Shut out the noise and tune in to how you truly feel. Don't worry about what anyone else is thinking, doing or saying. When you stick in your lane and do what's right for you and your unique situation, you can't go far wrong

  • Embrace what makes you different. No other person ever has, or ever will have, the unique blend of life experience that you have. Your skills, talents, strengths and perspective is what makes you unique. Work out your value proposition and share it with the world

  • Create boundaries in your life and business that support the lifestyle you want to live. You know how you work best, so protect your energy, and weave these boundaries into your ethos & messaging as well as communicating them directly on your website and in your contracts so your clients understand and respect how you work

  • Know your ideal client on an emotional level, and focus on building a genuine connection with them. When you demonstrate that you really understand your ideal client, you build the know, like and trust factor

  • Practise ethical marketing. How we sell matters. Learn about how the patriarchy and capitalism show up in our business every day, and take the pledge to break the cycle of consumerism

  • Be intentional about everything that you do, create and consume. Time is our most precious commodity and the one thing you can't get more of, so use it wisely.

  • Work with your natural rhythms and cycles. Whether you're a morning lark or a night owl, there will be certain times of the day/ week or month that you have more energy than others. Tap into your own rhythms and cycles, and be intentional about when you plan in your work. If you have a cycle, learn about the different phases of your cycle and how the change in hormones can affect your productivity so that you can plan your work and down-time around these fluctuations

  • Collaboration over competition. Build and grow your network through authentic relationships. Build ladders around you and help to uplift others. Read up about Shine Theory and be the change you want to see in the world!


I encourage you to write up your own Guiding Principles. You don't have to share them with anyone (although working in the open is such a brilliant concept!). Then whenever you face any tough decisions, ask yourself - does this decision play to my strengths? Does it align with my core values? Am I going in a direction that fits with my guiding principles?

Personally, I've loved writing this blog post and being able to reflect on what's most important to me right now. It was also helpful to get some ideas for future blog topics.

Go for it! And feel free to share yours with me once complete, I'd love to read them :)

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