Avoiding creative work because it feels uncomfortable might rob you of a wonderful experience.
I had to learn this the hard way.
In today’s issue, we focus more on the business side.
From building trust and fruitful collaboration to the struggle with the attention-sucking need to be available—always and at any time.
Finally, I share a personal story from my time as a fashion graphic designer, which I hope inspires you to step out of your creative comfort zone from time to time.
Let’s dive in.
Exceed Expectations
It is easy to prove your solidity to your clients: Slightly exceed expectations.
Tiny gestures can make a lasting impression.
Clients buy reliability first—the service second.
When a new client sends a request for an illustration, I immediately enter the expectation zone.
Everything I do or say from now on will either build trust or plant doubts about whether I’m the right person for the job.
Take ad agencies and editorial clients, for example. They often work with tight deadlines.
If I take three days to reply, it signals I don’t understand the pace of their industry and that I might not even deliver on time.
If I forget to ask essential details like deadlines, usage rights, or illustration size, the client might question my professionalism or that I’m not taking the project seriously.
If my message lacks kindness or clarity, it raises doubts about whether I’d be easy to collaborate with—especially in teams.
Once the client sees that I’m a reliable expert who genuinely cares the conversation continues.
These are the expectations I aim to meet before even sketching the first line.
During the project, new expectations arise:
Will I meet the deadline?
Be on time for calls?
Stick to the briefing?
Match the quality of my portfolio?
Handle feedback professionally?
These fundamentals decide whether a client will work with me again—or feel relieved when the project is over.
Once you’ve met these basic expectations, something powerful happens:
You’ve built the trust for a long-term, pleasant, and professional relationship.
And that’s the perfect moment to exceed.
How to Exceeding Expectations
It doesn’t take much.
You can add value generously, without giving your work away for free.
If the briefing requests two color versions, surprise them with a third.
Deliver a day earlier than agreed—professionals are paid for outcomes, not hours.
If the illustration is for a magazine, show how it might look on their website or Instagram feed.
Share insight into your thought process to turn artwork into a story.
Bottom Line
Exceeding expectations is not about working more.
It’s about caring more.
It shows that you understand their world and that you’re invested in their success, not just your own.
You’re not selling out.
You’re standing out.
The E-mail Crater
A single e-mail can feel harmless. But together they hit like tiny meteors—leaving a crater where our flow and focus should be.
Plus unanswered messages pile up faster than we realize, causing haunting stress.
This tool helps you defuse the chaos so e-mail stops running your day.
My Favorite Esprit T-Shirt
I worked as a fashion graphics designer from 2007 to 2013.
Thirteen years after my last released T-shirt for the Esprit label, I look back at thousands of graphics.
If I had to choose only one, it would be this.
Not because it sold well, which I actually can’t remember.
Not because I find it beautiful.
The reason why it’s my absolute favorite—the only one I wear myself even today—is the story behind it.
Shocking My Comfort Zone
Digital drawings and compositions were the place I felt at home.
But collages? Ripping pages, cutting, and gluing?
Nah… that’s not my thing, I thought.
Over all these years, I have successfully dodged these kinds of briefings.
So, when the moment arrived where I couldn’t avoid it, I felt stress and anxiety—ingredients that can either block us or push creative work to the next level.
If I remember correctly, the briefing was Pure Denim.
In desperation, I browsed through magazines, gathered vintage elements like a photo film roll, cut out pieces and buttons from my old jeans, and laid them out on the floor to find a composition that clicks.
And surprise:
I love it! I had so much fun, and the final piece was well-received by the team.
Bottom Line
Creative routine is a paradox.
Whenever you feel too comfortable with your tools.
Whenever you think „that’s not my thing“.
—put your assumption to a stress test.
Maybe you were right.
But maybe you were believing a lie, and your most memorable work has always existed within the work you tried to dodge.
There’s only one way to find out.
Dare.
Explore More Creative Content of the Week:
Erase the E — a challenging writing exercise.
The Faces of Emotional Selling — an essay on how brands play with feelings.
Eminem’s Last-Minute Hit — a story from panic to platinum.
Thanks for your valuable Attention.
See you next Sunday with more Creative Signals
Sergio
Whenever you’re ready, there are 2 ways I can help you:
1. The Creator Quests: Explore 50 gamified quests—from quick challenges to epic odysseys—plus a 180-page playbook. Your real-life action-adventure to level up your creativity through play and guidance.
2. Analog Action Agenda: A printable, gamified planner that turns your daily grind into your adventure