6 Things Successful Creatives Did in 2025 (That Will Transform Your 2026 Strategy)

The creatives who consistently grow their businesses and book dream clients aren't posting more than you.

They're not hustling harder. They're not whispering to the algorithm gods, hoping for mercy. And they're definitely not spending their weekends batch-creating Reels that sound exactly like everyone else's.

They're doing something completely different.

As we head into 2026, here's what I know for sure: The gap between creatives who grow and creatives who struggle has nothing to do with talent.

It's not about who has the most impressive portfolio, went to the best school, or landed the most prestigious client. It's not even about who has the biggest Instagram following (you can buy 50K followers for $499, but good luck getting them to DM you for a project. Or like anything you post. Or remember your name. 😬).

The real gap? Strategic clarity.

The creatives who grow—photographers booking shoots six months out, brand strategists commanding premium fees, designers with waitlists, makers selling out collections—all share something in common:

✨ They got their story straight before they tried to tell it. ✨
(MSC students are probably sick of hearing me say this, but it's the whole thing.)

And then they built a system around that story that actually works with their creative brain, not against it.

Which is why today, I'm breaking down the 6 specific things successful creatives do differently.

No "growth hacks."
No "secret algorithms."
No "post at exactly 3:47pm on Tuesdays when Mercury isn't in retrograde."

Just actual strategic shifts, based on human psychology and behaviour, that change everything about how your marketing works, no matter which platform you use.

Because here's the truth that might sting a little: If you're still guessing at your marketing, it's not because you need more tactics. It's because you're missing the strategy underneath.

So whether you're a photographer tired of being the "best kept secret,"
a designer wondering why your gorgeous work isn't converting to inquiries,
a maker competing with mass production,
a brand strategist positioning against AI-generated copy…

or any other creative professional at the intersection of craft and commerce...

This is your roadmap for 2026.

Ready? Let's get your story straight. ✨

 

Thing #1: Message Clarity Over Creative Prowess

Here's the trap we've all fallen into at some point: believing that if the work is good enough, clients will just get it.

You've spent years perfecting your craft. You've built a portfolio that makes other creatives jealous.Your technical skills? Undeniable.

So naturally, you assume that if you just show your work, the right clients will understand your value and reach out.

Except they don't.

Because here's the uncomfortable truth that design school never taught us: Your work doesn't speak for itself. You have to give it a voice.

And that voice isn't "I do beautiful brand photography" or "I create elevated interiors" or "I craft handmade ceramics." Those describe your output—what you make. But your message needs to describe your transformation (what you create for your clients).

Let me show you the difference:

Photographer:

• Output-focused: "I do editorial brand photography for creative businesses"
• Transformation-focused: "I capture the human stories behind brand launches so your audience connects with the people, not just the product"

See the shift? One describes the service. The other describes the why it matters.

Brand Strategist:

• Output-focused: "I help businesses clarify their brand messaging"
• Transformation-focused: "I help established businesses get their story straight before they scale, so growth doesn't dilute what makes them distinctive"

Same expertise. Completely different positioning.

Because here's what successful creatives understand: Clients don't hire creative prowess. They hire solutions to how they feel.

A photographer's client isn't buying "editorial brand photography." They're buying the confidence that comes from finally looking professional online. They're buying credibility. They're buying "now people will take us seriously."

A brand strategist's client isn't buying "clarified messaging." They're buying relief from the exhaustion of explaining what they do 47 different ways and still getting blank stares.

This is why message clarity beats creative talent every single time in marketing. (I know. It feels wrong to say that out loud. But it's true.)

You can have the most stunning portfolio in your industry. But if potential clients land on your website and think "this is pretty but I'm not sure what makes them different," they're moving on.

Because the answer to confusion is always no.

And vague messaging like "elevated," "timeless," "modern," or "authentic"? That's every other creative's bio. It's not differentiation. It's the design industry version of white noise. And vague messaging like "elevated," "timeless," "modern," or "authentic"? That's every other creative's bio. It's not differentiation. It's the design industry version of white noise. (If I had a dollar for every time I've seen "elevated + authentic design," I'd have enough to... well, hire one of those elevated + authentic designers, I guess. 🤷‍♀️)

Your message needs to answer: What transformation do you create? What problem do you solve? Why should someone choose YOU?

Not "I make beautiful things." But "I make beautiful things that do this specific thing for you."

Action step: Look at your website, your Instagram bio, your email signature. Does your current messaging describe your process (what you do) or your purpose (what you create for clients)? If it's all process, no transformation, that's your first 2026 fix.

Get clear on your message. Because strategic clarity beats creative talent in marketing.

Every. Single. Time. ✨

 

Thing #2: Brand Foundation Before Marketing Tactics

Let me paint you a picture.

It's 2am. You started "researching content ideas" three hours ago. Now you're seventeen tabs deep into Pinterest boards, your Notion is a beautiful disaster, and you've saved 143 posts that all somehow say the same thing in different fonts.

(Been there? Same. ✨)

Here's the plot twist successful creatives figured out: The problem isn't that you need more inspiration. The problem is you're trying to decorate a house that doesn't have walls yet.

While we're out here collecting aesthetic references like Pokémon cards, they're asking completely different questions:

What do I stand for? What makes me extraordinary? What transformation do I actually create?

They're not avoiding tactics. They're just not starting there.

Because here's what we've learned the hard way: Tactics without foundation are just beautiful clutter.

Think about it this way: Would you spec tile before you know where the walls are going? Would you choose paint colors before understanding the spatial flow? (Please say no.)

Then why would you plan content before you have brand clarity?

Successful creatives build their brand foundation first.

Here's what that actually looks like:

Goals: Where are you taking this business? Not just "six figures" (though sure, that too), but the life and legacy you're actually building. The impact you want to have. The kind of clients you want to work with. The freedom you're creating.

Message: What do you want to be known for? Your ideology. Your belief about your craft and why it matters. The perspective that's shaped by YOUR life, not what your industry says you should believe.

Resonance: What do your ideal clients truly need? Not "a beautiful kitchen" or "brand photos" or "handmade pottery." Those are the project requests. But the core emotional need underneath (belonging, being seen, creating legacy, feeling hope).

Let me show you what happens when you skip this foundation:

Ceramic Artist Example:

A maker I know rebuilt her website three times. Each version was more visually stunning than the last. Beautiful photography. Perfect layouts. Gorgeous product shots.

And each version still didn't fix her pipeline.

Because her visuals weren't the problem. Her unclear positioning was.

She was marketing her ceramics as "handmade functional art" (which is what every maker says). But when she finally did the foundation work, she realized what she actually stood for: preserving her grandmother's traditional glazing techniques in a world of mass production.

Her message shifted to "heirloom-quality pieces that honor traditional craft." Her ideal client shifted from "people who like pretty bowls" to "people who value objects with soul and story."

Once she rebuilt her site with THAT foundation? It finally worked. Because the strategy was finally there.

Residential Interior Designer Example:

Same pattern. A designer had been DIY-ing her marketing for years. Posting consistently. Following all the "rules." Beautiful project photos. But hearing crickets.

Until she stopped and asked: What do I actually stand for?

Turns out, her entire design philosophy was rooted in creating spaces where overwhelmed working parents could finally exhale. Not "elevated modern organic" spaces. But homes where real life (kids, chaos, wine, clutter) could coexist with beauty.

Once she repositioned around THAT? Her content strategy became crystal clear. Her ideal client immediately recognized themselves. Her marketing finally felt authentic instead of performed.

Here's the truth: A new website without a clear message is just a prettier version of the same confusion. Consistent posting without brand foundation is just more noise. You can Canva and Planoly yourself into oblivion, but if you don't know what you stand for, you're just making beautiful clutter.

Action step: Before you plan another content calendar or add "refresh website" to your 2026 Q1 goals, answer these three questions:

1. What do I stand for? (Your core belief about your craft and why it matters)
2. What makes me extraordinary? (Your unique perspective shaped by YOUR life, not what design school taught you)
3. What does my ideal client truly need? (The emotional need underneath the project request)

Get those clear. Then every tactic becomes easier because you actually know what you're building toward. ✨

 

Thing #3: Creative Industry Positioning

Here's something we don't talk about enough: Every creative industry has a perception problem.

And I'm not talking about your personal brand. I'm talking about the fact that non-creatives genuinely believe they can DIY what we do.

"I can just use Canva" (for designers).
"My iPhone camera is pretty good" (for photographers).
"I'll just find something on Etsy" (for makers).
"ChatGPT wrote this caption in 30 seconds" (for brand strategists).

We've all heard some version of this. And it stings every single time.

But here's what successful creatives figured out: Complaining about it over wine with other creatives doesn't change the perception. Educational content does.

They stopped getting defensive and started getting strategic. They created content that repositions creative expertise as essential, not optional.

Not ranty "hire a professional or regret it forever" energy (we've all seen those posts and they make us look... slightly unhinged). Just clear, confident truth that educates people out of the DIY trap.

Let me show you what this looks like:

Architect: Instead of ranting about clients who think they can "just knock down that wall," one architect created content that educates on what's actually at stake.

Posts like: "The 3 walls homeowners try to remove that are always structural" and "Why your contractor actually wants you to hire an architect first (and what it saves them)."

Not defensive. Not condescending. Just helpful truth that repositions architecture as the thing that prevents expensive mistakes, not the thing that adds expense.

Now when clients come to her, they already understand why they need her from the start. No more justifying fees. No more "we'll bring you in after the big decisions are made" conversations.

Brand Photographer: A photographer I know was tired of hearing "Can't I just have my friend take some iPhone photos?"

So she created content addressing it head-on: "Why professional brand photography isn't about the camera (and what it's actually capturing that your iPhone can't)."

She explained visual consistency, brand psychology, the difference between a pretty photo and a strategic asset.

Not "because I said so." But "here's why this matters for your business."

Now her clients show up already understanding the value. The sales call isn't about convincing them photography matters. It's about showing them how she specifically approaches it.

Here's the pattern: When you educate your audience about why creative expertise matters, you stop spending sales calls defending your fees and start attracting clients who already get it.

Action step: Create one piece of educational content this month that addresses a common misconception about working with someone in your field.

Not defensive. Not ranty. Just clear, helpful, confident truth that makes people think "oh, I didn't realize that's what's involved."

Examples:

• "Why your contractor wants you to work with an interior designer"
• "The 3 DIY brand mistakes that cost businesses credibility"
• "What handmade actually means in an age of mass production"

Make the value clear before they hire you. Because when clients already understand why you matter, you're not selling. You're just showing them how to work with you. ✨

 

---

 

So that's the foundation: message clarity, brand before tactics, and industry positioning that educates instead of defends.

These three things get your story straight. They answer the "who am I, what do I stand for, and why does it matter?" questions that most creatives skip entirely.

But foundation without application is just theory. (And you didn't come here for more theory, did you?)

So let's talk about the application layer. How to actually use what you just built.

Want help building your foundation? The free masterclass walks you through the complete E3 Storytelling Framework that these 6 things are built on. Whether you're a photographer defining your visual philosophy, a maker articulating your craft story, or a designer positioning your strategic approach, this is the clarity work that changes everything. [Watch the masterclass here →]

 

---

 

Thing #4: Buyer Journey Mapping (Not Just Content Calendars)

Here's the mistake that burned everyone out: posting the same type of content to everyone, regardless of where they are in their decision process.

Beautiful portfolio shots. Process videos. That one project angle posted 47 times from slightly different perspectives.

All gorgeous. All to the same audience. All wondering why 500 likes aren't turning into 5 inquiries.

Here's why: Someone who just realized their living room feels off needs completely different content than someone actively interviewing designers. And yet most of us create the same content for both.

Successful creatives map content to buyer stages:

1. AWARENESS STAGE: They don't know they need you yet.

These people just know something feels off. But they haven't connected the dots to "I need to hire a professional."

Your job here: Education, not conversion.

Examples:

• Content Photographer:  "5 signs your brand visuals are costing you credibility (and you don't even realize it)"
• Furniture Maker: "Why the furniture you own should outlast trends (and what that means for your home)"

You're planting seeds, not closing deals.

2. CONSIDERATION STAGE: They're researching and comparing.

Now they know they have a problem and they're actively looking at solutions. They're looking at three other creatives who do similar work. They're trying to figure out who "gets" them.

Your job here: Show your philosophy and approach.

Examples:

• Brand Strategist: "My messaging process vs. traditional copywriting (and why the difference matters)"
• Landscape Architect: "How I approach outdoor spaces for families vs. entertaining-focused designs"

This isn't about being "better." It's about being different in a way that resonates with the right people.

3. DECISION STAGE: They're ready to hire and evaluating you specifically.

These people aren't browsing anymore. They're deciding between you and maybe one other option. They need proof, process clarity, and reassurance that you're not going to ghost them mid-project.

Your job here: Remove friction and build confidence.

Example: "What to expect in our first consultation (and exactly how we'll work together)"

 

Here's what happens when you miss this:

That gorgeous project reveal with 47 likes and zero inquiries? It wasn't bad content. It was DECISION-stage content shown to an AWARENESS-stage audience.

You were showing proof to people who didn't even know they had a problem yet. It's like showing up to a first meeting with testimonials and pricing sheets. Read the room.

Beautiful content at the wrong journey stage creates admiration, not action.

One creative put it this way: "I used to post whatever inspired me. Very artistic, very random. Now I know what each post is FOR. My strategy went from 'vibes' to 'intentional.' And weirdly? It feels more creative now."

Action step: Audit your last 10 posts. Which journey stage was each addressing?

I'm willing to bet most are DECISION-stage content (portfolio, process, proof). Which is why your pipeline isn't growing. You're only talking to the 3% ready to hire RIGHT NOW.

The other 97%? You're ignoring them.

Start creating content for all three stages. Give awareness people something to connect with. Give consideration people a reason to choose you. Give decision people a clear path forward.

Be your own algorithm. Know what you're creating and why. ✨

 

Thing #5: Mining Client Feedback for Marketing Gold

Here's the thing nobody tells you: Your best marketing copy isn't in your head. It's in your clients' mouths.

Successful creatives ask one specific question after closing every new client. And it changes everything.

Ready? Here it is:

"What made you say yes to me over the other [photographer/designer/maker] you were considering?"

Not "How was your experience?" (too general).
Not "Would you refer me?" (sure, but that's not what we're after).

But specifically: What made you choose ME?

The answers are almost never what you think.

Let me show you.

Brand Photographer:

A photographer assumed clients chose her for her portfolio. Ten years of experience. Her unique editing style. The awards.

So she asked. And clients said:

"The way you asked about our team culture before we talked about photo styles."
"Your organized shot list made me feel like you had a plan."
"You were the only photographer who asked about our cat." (The business had an office cat who needed to be in shots.)

Not the portfolio. Not the awards. But the human details. The questions. The organized process.

So she made those visible everywhere. Her website now leads with her process and intentional questions. Her Instagram shows the planning, the behind-the-scenes thinking.

And it works. Because it's not guessing. It's already proven to convert.

Ceramicist:

Same pattern. A maker assumed people chose her work for the aesthetic. The glazes. The forms. The Instagram-worthy product shots.

Then she asked. And clients said:

"The story about your grandmother teaching you this technique."
"Knowing each piece takes three weeks to make—I wanted something with that kind of care."
"You explained why handmade costs more in a way that finally made sense."

Not just "pretty bowls." But story, process, intentionality.

Now those elements are front and center in her marketing. Her product descriptions tell the grandmother story. Her process videos show the three-week timeline. Her pricing page explains the "why" behind handmade.

Her best marketing copy came from client mouths, not from guessing what sounded good.

Here's the truth: You're out here competing on portfolio and credentials (which is what EVERY creative does). But your clients chose you for completely different reasons. And you have no idea what they are because you never asked.

Those differentiators? They're your actual marketing strategy handed to you on a silver platter.

Action step: After your next project (or email a past client TODAY), ask this question:

"What made you say yes to me over the other [creative] you were considering?"

Listen for the surprises. The things that make you go "wait, THAT'S what mattered?"

Those are your real differentiators. Not the impressive things. The resonant things.

Then make them visible everywhere. Not just in testimonials. In your positioning. Your process. Your entire brand voice.

That's not just social proof. That's your marketing strategy. Take the gift. ✨

 

Thing #6: Framework Over Feed (The E3 Storytelling Framework)

Here's what everyone else has: content calendars (unused after week 3), batch-created Reels (that all sound the same), and posting schedules (that create guilt when you "fall behind").

Here's what successful creatives have instead: A framework that makes decisions easier, not harder.

Meet the E3 Storytelling Framework. The strategic foundation these first 5 things are built on.

 

E1: Extraordinary Positioning

What makes you different? Not credentials or portfolio. But your unique perspective shaped by YOUR life.

Think Marie Kondo. She grew up in a small Japanese home with her grandmother who valued every object. That became her positioning: "Keep what sparks joy, release the rest with gratitude."

Not "throw everything out" like every other organizing consultant. Same industry. Completely different ideology.

Your turn: What life experience shapes how you see your craft?

A photographer who grew up capturing family memories might position around legacy documentation. A maker who learned from their grandparent might position around preserving traditional techniques. An architect who lived in five countries might position around cross-cultural thinking.

E2: Emotional Resonance

What core emotional need does your ideal client have?

The 5 emotions creative clients hire for:

• Belonging: "I want work that reflects my values"
• Being seen: "I want my vision actually understood"
• Purpose: "I'm building something that matters"
• Hope: "I believe a better future is possible"
• Wonder: "I want to feel delight and discovery"

Which one resonates with YOUR ideal client?

E3: Experiential Touchpoints

How does your positioning (E1) and emotional understanding (E2) show up everywhere?

Every post. Every consultation question. Every website page. Every email.

This is how Marie Kondo went from consultant to global phenomenon. Books, Netflix, products. Because her positioning and emotional connection showed up consistently everywhere.

 

Why this matters:

When you have a framework, you're not staring at a blank screen wondering "what should I post?" at 11pm on Sunday spiraling into an existential crisis about your entire business. (Just me? Cool cool cool. 😅)

You're filtering: Does this support my positioning? Does it speak to the emotional need? Does it show up consistently?

Yes? Create it. No? Move on.

One creative put it: "I was exhausted creating content without a framework. Every post was a fresh decision. Now every piece connects back to my positioning. Creating content is faster because I know what I'm filtering for."

Framework is the difference between having a feed and having a brand.

Action step: Start building your E3 Framework:

1. E1: What life experience shaped how you see your craft?
2. E2: Which of the 5 emotions does your ideal client seek most?
3. E3: How can you express E1 and E2 across all touchpoints?

This becomes your filter for every marketing decision. ✨

 

Putting It All Together: Your 2026 Strategy

Okay. Deep breath. You made it through all 6 things.

Foundation plus application. Strategy plus tactics. Story plus system.

If you're feeling that "oh god, this is a lot" feeling? Good. That means you're taking it seriously. (Also, welcome to strategic thinking. It's supposed to make your brain work a little. ✨)

But here's what I need you to hear: None of these 6 things are about posting more or finally cracking the algorithm code (there isn't one, by the way. Sorry to disappoint.).

They're all about one thing: getting your story straight.

And here's what I know after working with hundreds of creative professionals: The ones who grow aren't more talented than you. I promise you that. They're not more creative. They're not even working harder (most are working less because they're not spinning their wheels wondering if they're doing it "right").

They just have strategic clarity.

The foundation. The application. The framework that makes it all click.

That's it. That's the difference.

So the only question left is: Will you actually build it?

Because here's what's going to happen (I've seen this pattern enough times to call it):

Some of you will read this, feel that spark of "YES, this is exactly what I needed," maybe screenshot a few sections... and then go right back to wondering what to post this week.

And some of you? You're going to actually do something with this. Answer the message clarity questions. Audit your last 10 posts (and probably cringe a little when you realize they're all portfolio shots). Text a past client and ask what made them choose you. Start building your E3 Framework, one piece at a time.

The creatives who grow in 2026 will be the second group.

Look. 2026 is already here. Some creatives started building in December. Some are still "planning to plan" (which, fun fact, always turns into "oops it's already Q2").

You have the roadmap. You have the 6 things. You have the framework.

So here's my challenge: Start with one thing.

Not all six at once (that's just setting yourself up to give up by January 15th). Just pick ONE.

Answer those three brand foundation questions. Audit your content by journey stage. Email one past client today. Define what makes you extraordinary based on YOUR life, not what design school taught you.

Just start somewhere.

Because strategic clarity doesn't happen in one dramatic moment where clouds part and angels sing. (I mean, wouldn't that be nice?)

It's built, not discovered. One intentional decision at a time.

And 2026? This is your year to finally market your creative business with the clarity, confidence, and ease your work has always deserved.

Not because you're suddenly going to become a "marketing person" (you're not, and you don't need to be). But because you're going to get your story straight and build a system that works with your creative brain, not against it.

That's it. That's the whole thing.

Ready? Let's do this. ✨

 

---

 

P.S. Found this helpful? Share it to that one creative friend who's currently having an existential crisis about their Instagram strategy. They'll thank you. (And honestly, they need this more than another Canva template.)

P.P.S. Want the complete system with templates, worksheets, and actual live support from someone who gets how creative brains work? Marketing School for Creatives gives you everything in this post plus step-by-step implementation, monthly workshops, and a community of creatives figuring this out together. No generic business advice. No bro-marketing tactics. Just strategy that makes sense for creative professionals. Start here →