Typically, I’d wrap up the year by sharing a “2024 Wrapped” post, showcasing all the logos and brands I’ve worked on.
But this year? It’s been different. Very different. It’s been a year of introspection, rediscovery, and redefining what success looks like to me—not just as a business owner but as a person.
Here are five key lessons I learned from 2024, a year that challenged me to reflect deeply and grow intentionally.
1. Know Your “Enough” Point
This year, I defined my “enough” point—the income threshold that allows me to live contentedly without sacrificing my well-being. It’s not about maximizing income or hustling endlessly. Instead, it’s about balancing work and life in a way that leaves room for friends, family, and personal fulfillment.
Sure, I could earn more. But at what cost? Time is a non-renewable resource, and I realized that I’d rather invest it in things that truly fill my cup. Finding your enough point is liberating—it’s a commitment to intentional living and sustainable success.
2. Embrace Ebb and Flow – Give Yourself Space to Sit with the Quiet
This year didn’t go as planned. What worked for me in the past no longer brought the same results, and inquiries slowed significantly. While this shift wasn’t intentional, it gave me the chance to reflect and pivot.
While I slowed down on custom projects, my template sales carried me through financially. Knowing my enough point meant I could step back, reflect, and recalibrate without financial panic. That clarity has been invaluable.
One silver lining? I did a lot of brand and website updates for past clients. Many of these are clients I’ve worked with for over a decade—people who trust me enough to come back, year after year, to evolve their brands alongside their businesses. That trust is one of my greatest achievements and a reminder of the value in nurturing long-term client relationships.
3. Position Yourself as an Expert
It’s not enough to simply put your work out there and hope people notice. This year, I focused on showing why I’m an expert in my field. Beautiful designs and likes on social media don’t necessarily translate to revenue. Clients need to see and understand why you’re the go-to in your industry.
Positioning myself as an expert has been about highlighting my depth of experience and results, not just my aesthetics. It’s been a shift from “Here’s my work” to “Here’s why my work delivers tangible results for my clients.”
4. Understand the Evolving Landscape of Marketing
After 12 years in business, I’ve seen trends come and go. But 2024 made one thing clear: what worked even three years ago no longer applies today.
I’ve taken the time to study how marketing has evolved, diving into why certain strategies work in today’s fast-changing world. It’s no longer enough to replicate what others are doing—you have to understand the psychology and shifts driving success. This year, I’ve embraced a student mindset, learning to adapt my approach to stay relevant and impactful.
5. Embrace Change and Iteration
This year, I changed my packages seven times. Yes, seven. What worked in the past wasn’t resonating the same way. The industry, market, and even my clients have shifted dramatically, and so have the needs of their clients.
It’s been a challenge to find the right process, deliverables, and timelines, but it’s also been a testament to flexibility. While the quality of my work and the average price clients pay have remained consistent, the way I deliver has required constant refinement. I’m finally settling into a structure that feels aligned—for now.
Wrapping Up the Year
2024 was not my highest income year. It wasn’t my busiest year. But it was a year of clarity, growth, and recalibration. I reconnected with my creative soul and learned to honor what truly matters to me, both personally and professionally.
As I look ahead, I’m stepping into the new year with a clearer vision of the life and business I want to build. And if there’s one takeaway I’d leave you with, it’s this: Success isn’t about doing it all—it’s about doing what matters most.
