Efficiency from Experience: Why Knowing When to Push Is Your Secret Weapon
Here's what I wish every solo business owner knew about sustainability and intensity.
The Book That Changed My Approach
I recently designed a book for a new client. It was beautiful, complex, and required more hours than I typically allocate to a single project. But here's the thing—I made a conscious choice to go all-in on this one.
This isn't something I do for every project—and that's intentional. I've built my entire business around sustainable rhythms and efficient processes that allow me to give my best to each client I work with.
So why did I shift gears for this particular client?
Because I understood the context, and I recognized that this situation called for a different approach. Just as I carefully calibrate my process for each project based on what will serve it best, I knew this one needed something beyond my usual framework.
The Two Extremes (And Why Both Fail)
Always hustling? That's how you burn out. I've watched talented creatives flame out because they treated every client request like a five-alarm fire. They operated at maximum intensity all the time, and eventually, there was nothing left.
Always coasting? You miss opportunities to make a more profound impact. Some moments genuinely require more—first impressions, high-stakes launches, projects that could open doors. If you're coasting through those moments, you're leaving opportunity on the table.
So, How Do You Know When to Push?
Over the years, I've developed a framework for deciding when a project deserves extra energy:
1. Is this a first impression?
First projects set the tone for everything that follows. They build trust, demonstrate your capabilities, and open the door to future work—often at higher rates and with more creative freedom.
2. Does this project align with where I want to go?
If a project represents the kind of work I want more of, I'll invest more. I'm not just completing a project; I'm building a portfolio piece and a reference that will attract similar opportunities.
3. Will this open doors?
Some projects have ripple effects. It could be a well-connected client, an evident work, or a project that will challenge you to develop new skills. When a project has potential beyond the immediate deliverable, it's worth the extra investment.
4. Is the client genuinely invested?
When a client is genuinely excited and engaged, it reinvigorates my own enthusiasm. Their energy feeds mine. If they're just going through the motions, it's hard to justify going above and beyond.
5. Is this a repeat client with growth potential?
Long-term clients are the backbone of a sustainable business. When someone comes back for a second, third, or fourth project, that's a relationship worth nurturing. These clients already trust you, know your process, and often become your best advocates. Investing extra effort here strengthens a partnership that can span years.
What "Going All-In" Actually Looks Like
For that book project, here's what I did differently:
Extra rounds of exploration instead of my standard two concepts
Deeper research into the subject matter to inform better design decisions
More detailed feedback loops with frequent check-ins
Sweating the small stuff—typography details and subtle adjustments that elevated the final product
Notice: None of this required me to sacrifice my boundaries or work unsustainable hours. It was about strategic intensity within a reasonable timeframe.
When NOT to Push
Just as important is knowing when to maintain your pace:
When a client isn't respecting the process (constantly changing direction, missing deadlines, disregarding your expertise)
When the project doesn't serve your larger goals (some projects are just good, solid work that pays the bills—and that's okay)
When you're already stretched thin (reliability matters more than heroics)
When it becomes the expectation (if a client expects maximum effort on every tiny request, that's not sustainable)
The Real Secret: Intentionality
The difference between burning out and building a sustainable business isn't about how hard you work. It's about being intentional about when and why you shift gears.
Ask yourself:
What is this project in service of?
What's the strategic value beyond the immediate deliverable?
Am I making a conscious choice, or am I just reacting?
When you can answer those questions clearly, you'll know whether to push or pace.
The Payoff
The client was thrilled. The work exceeded expectations. We're now talking about future projects—bigger scope, better budget, more creative freedom.
But more importantly, I didn't burn out. I made a strategic choice, executed it well, and returned to my usual rhythm afterward.
That's the goal: Sustainable pace with strategic bursts of focused effort when it matters most.
Your Turn
Think about your current project load. Are you treating every project the same? Burning out because everything feels urgent? Missing opportunities because you're playing it too safe?
Know when to push. Know when to pace. And most importantly, know why you're making that choice.
What questions do you have about managing energy and intensity in your business? I'd love to help you think through your approach.
