Jo Scott is a dog artist, illustrator and creative business owner whose work now reaches people all over the world.

Yet just over a decade ago, Jo was working in corporate and dreaming of creating her own greetings cards, something that had been at the back of her mind since Uni.

Her business began with a single portrait, drawn as a birthday gift for her mother-in-law where just wanted to see if she could capture the likeness of a dog she loved. 

That one drawing led to another… and eventually to a full career change in her 40s with Jo following the first career path she’d ever considered.

Jo talks about moving on from a high-pressure office job, building a creative business she loves and where she can work from anywhere, including while she's off on adventures in her motorhome.

She shares how she found her people through Substack and email, how she shows up online in a way that feels right to her, and van life with husband Dean and dog Tomasina.

We talk about creative burnout, comparison, and why it’s OK not to chase massive income numbers or shiny objects.

Jo's cards are on sale on prestigious sites like Thortful and Moonpig, meaning she gets portrait orders from all over the world, and she works with small retailers, sells from her own site and at events.

If you’ve ever had a niggling idea that won’t go away - or wondered if it’s too late to do something completely different and follow your dreams, you’ll love Jo’s story.

Key quotes from this episode

“I drew my mother-in-law’s dog for her birthday - just to see if I could—and that one drawing changed everything.”

“I didn’t need a business that made me feel stressed or boxed in. I wanted one that gave me space to breathe.”

“With Substack, I’ve found a way to communicate that I love. I started writing emails and people were replying saying, ‘This feels like you’re inside my head.’”

“Being in the motorhome showed me I could live slower, work differently—and not miss the old version of success.”

“You get to be the kind of artist - or business owner - you want to be. It doesn’t have to look like anyone else’s.”

“It’s never too late to do something different. You can absolutely start again, and do it your way.”

Key takeaways

Jo’s first dog portrait was drawn for her mother-in-law’s birthday - and sparked a total career change.

She built her pet-themed art business slowly, alongside other work, without pressure to scale quickly.

She connects with her audience and builds relationships through email and Substack, not social media trends and values working with other artists.

Choosing to live and work from a motorhome gave her clarity on how she wanted her life to feel like and what ‘enough’ is for her.

Jo’s story is proof that it’s never too late to do something you love, and you don’t need to be everywhere and running yourself ragged to make an impact.

Topics and timings in this episode

1.30 - Jo’s first dog portrait and how it all began

4.10 - Why art was always her thing (and what took her away from it)

7.30 - Moving from a creative agency career to working for herself

10.15 - Starting over in her 40s and building a pet-themed business

14.20 - Creating her first greeting cards and finding her niche

17.40 - Building confidence and showing up online in her own voice

21.00 - Finding her people through email and Substack

26.10 - What helped her stop comparing herself to other creatives

30.00 - Choosing slow growth and redefining success

35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business

41.00 - Creating from joy instead of pressure

45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went

49.10 - Creative burnout and how she protects her energy

53.30 - What she’s learned about audience building and visibility

58.00 - Jo’s advice for anyone starting (or restarting) something new

1.02.00 - Why your version of success doesn’t need to look like anyone else’s

Resources mentioned in this episode

Jo’s website: https://joscottart.com

Jo on Instagram: https://instagram.com/joscottart

Substack: Jo Scott’s newsletter on art, dogs and creative life https://substack.com/@joscottartist