As the Chief Creative Officer and Founder of Initiate, reaching this milestone means a lot to me. Over the past 72 Seasons (thanks to Metallica for letting me borrow that phrase), I’ve watched this creative venture grow. The journey has been enjoyable, though not always easy or fast. To mark this achievement, I want to share some key lessons I’ve learned as a business owner and creative. My hope has always been to build an agency that lasts beyond me and grows past my own design skills.

Business isn’t always about building an empire for one; it’s about creating security and
sustainability for many.

I belong to a social group whose members include business owners who count their success based on how many exits they’ve had and how many figures and zeros have accumulated as a result of their exits. While from a purely business perspective, this is valid, I rarely hear them talk about the lives they have affected, the mortgages they have helped their employees pay down, the careers they have inspired. Each and every person that has been part of Initiate (past and present) has brought a unique characteristic and memory that I hold close to me. While ensuring that the financial numbers are indeed positive, it’s these figures that I count dearly as ones that truly matter.

The best work comes out of mutual respect.

Some of the best client relationships I’ve built have come from an ability to truly understand each other’s vantage point and allow for human moments and vulnerability. Clients rarely remember every deliverable or solution you’ve created, but they always remember whether you understood, heard, and supported them when they needed it most. Maybe that’s why we still have clients that work with us for almost as long as we’ve been in business, and likely that’s why a good number of clients have also become friends. When relationships are built on trust instead of transactions, something remarkable happens. Projects become partnerships. Conversations become more honest. Clients become advocates. And every so often, they become friends. After eighteen years, those are the relationships I’m most grateful for.

True business maturity comes when you can confidently say no to an opportunity.

This one I still struggle with, but only because I am a self-confessed people-pleaser. But I know that, at its core, it’s 100% true. You build your business (and confidence) by saying no to projects (and people) that don’t align. You also build respect from your team when you stand up to projects and clients that (oftentimes unknowingly) drain morale and their creative mojo by second-guessing each move you make. Not every dollar in your account is good for the agency.

Curiosity has always been our biggest creative strength.

The longer I’ve been in business, the less I feel the need to act like I have all the answers. The world of communications has changed a lot in eighteen years, or even in the 30 years since I started in graphic design. We’ve moved from print to digital, from social media being new to AI being part of everyday life. The agencies that do well aren’t the ones who know it all—they’re the ones who stay curious. Every new technology, platform, or challenge is a chance to learn. I hope I always keep that curiosity.

Milestones like this are a reminder to reconnect with the people who’ve been part of the journey. If it’s been a while since we’ve chatted, let’s change that. Whether it’s over coffee, tea, or a quick phone call, I’d love to catch up and hear what you’ve been up to lately. No pitch. No presentation. Just a good conversation.