Somewhere along the way, ambition became associated with things that don't resonate with creative entrepreneurs, hustle culture, sacrificing everything for growth, becoming someone you're not. So when people talk about scaling or being ambitious, many of us instinctively recoil. Not because we don't want success, but because we don't want the version of success being sold to us.

In this episode, through real-life examples, we explore what ambition actually looks like for creative businesses: having a sense of purpose, doing work you're proud of, and being fairly rewarded for it. You don't have to choose between them. You can have all three.

• [00:00] Why last week's episode on financial independence sparked this conversation about ambition
• [03:24] Redefining what ambition actually means for creative entrepreneurs and why it's not what you think
• [04:05] The three elements that make up real ambition: purpose, pride, and fair reward
• [06:50] What aligned scaling looks like - hint: it's amplification, not multiplication
• [07:48] Kate's transformation: changing one question that shifted everything for her team
• [10:28]The interior designer who stopped doing free consultations and created Space Planning Intensives instead
• [13:48] Why traditional scaling advice feels wrong and the unshakeable foundation that makes ambitious growth possible
• [17:39] My own journey choosing to scale on my terms and why that was more ambitious, not less
• [19:43] Three clarity questions that change everything about how you approach growth

"Let's fully embrace and celebrate ambition. For most creatives, ambition is having a sense of purpose, doing good work you're proud of, and being fairly rewarded for it."

"Ambition isn't the problem. Following someone else's definition of ambition is the problem."

• Read: This Week's Full Journal Post
• Listen Episode 116: "Why I Do What I Do"
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• Website: www.philippacraddock.com
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What does ambition look like for you? I'd genuinely love to hear how you define success on your own terms. Please do share your thoughts with me over on Instagram these conversations really matter and often shape future content.

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This episode is a deeply personal one. I'm sharing why the last episode about 'expensive hobbies' was quite difficult for me to create, and why the work that I do matters so much to me.

• [01:45] Philippa's childhood experiences and understanding of financial independence
• [03:50] Learning about entrepreneurship through a transformative family in London
• [09:13] The importance of supportive partnerships and personal financial independence
• [15:30] Two types of creative entrepreneurs Philippa serves
• [21:18] Why viability and alignment matter beyond business metrics

"Financial independence isn't a luxury. It's not about being ambitious or wanting more. It's about having choices. It's about safety. It's about being able to leave a situation.

"When you build something that's genuinely yours, that uses your natural strengths, that creates real value for people, and that rewards you properly for it, that pride in your work transforms how you show up in every part of your life."

• Read: This Week's Full Journal Post
• Listen Episode 115: "An Expensive Hobby Versus A Viable Business"
• Link: The Base Notes Waitlist
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

What does financial independence mean to you? How has your creative business journey been shaped by your desire for personal and professional freedom? Share your thoughts and experiences through DMs over on Instagram

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"My husband has called what I do the most expensive hobby." That comment from a member of our recent live session, followed by a casual "LOL," broke my heart a little bit. Because behind that seemingly lighthearted laugh is something so many creative business owners are sitting with, the uncomfortable question about whether what they're building is actually viable. In this episode, I walk through the very specific difference between an expensive hobby and a viable business and share a straightforward method to help you move from one to the other.

• [00:00] Introduction: The uncomfortable truth about "expensive hobbies"
• [08:11] Defining the difference between a hobby and a business
• [11:23] The three-step framework for moving from hobby to viable business
• [17:18] Why charging properly is actually more generous
• [21:16] How to know if you're running a business or funding a hobby
• [26:09] The work required to shift from hobby to business

"If you're feeling guilty about charging, that guilt is actually keeping you from helping and providing to as many people as you can."

"When you build something that genuinely works for your life, instead of something your life works around."

• Read: This Week's Full Journal Post
• Listen Episode 107: "Why There's never been a better time to build a creative business"
• Link: The Base Notes Waitlist
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

What stage is your creative business in right now? Are you struggling with seeing it as a viable business over an expensive hobby? Share your thoughts and experiences on Instagram and let's continue the conversation...

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What if the secret to unsticking your business isn't about complex strategies, but about changing a single fundamental question? In this powerful episode, we explore how one simple shift can transform your entire business approach, create more meaningful client connections, and reignite your entrepreneurial excitement.

• [01:37] The story of Kate and how changing one business question transformed her entire team's approach
• [05:30] Why creative entrepreneurs are often measuring the wrong things in their businesses
• [08:02] The real cost of the wrong questions
• [13:20] Identifying the questions that might be keeping you stuck in your business
• [17:36] Practical steps to recognise and shift your business questioning approach

"When you focus on 'when did a client call?' you're focused on timing and mechanics. But when you ask 'what is the client getting from this interaction?' you're focused on value, on relationship, on the human element that actually drives creative business forward."

• Read: This Week's Full Journal Post
• Link: The Base Notes
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• Philippa Craddock Website: www.philippacraddock.com
• Email: [email protected]

What questions are you currently asking in your business that might be holding you back? Please do DM me on Instagram and share your insights! I'd love to hear how this episode resonates with your creative entrepreneurial journey.

Want to dive deeper into the foundations of building a creative business that truly reflects who you are? Join our weekly newsletter for exclusive insights, and weekly guidance to help you turn your creative passion into a thriving, aligned business.

Over the last few weeks, we've explored what makes you a creative business owner, why your creativity is your most valuable asset, what's working right now for creative businesses, why 26 Pinterest visitors matter more than a million views, and ways to generate revenue that feel aligned with how you work best.

I've been getting messages from so many of you saying, "This all makes complete sense. I can see how my creativity is valuable. I understand I need to position myself differently, but how do I actually make this shift? How do I go from understanding these ideas to genuinely embodying them?" This episode looks at the foundational work to make this happen...

• [00:00] The gap between understanding business concepts and genuinely implementing them
• [02:05] Why creativity is your greatest business advantage
• [04:20:] The Missing Piece: Stories of transformation
• [07:05:] Building on what we have discussed
• [09:50] The realistic timeline that actually works
• [14:01] Introduction to The Base Notes Experience and its approach
• [19:02] What this prepares you for and why now
• [24:15] Understanding to transformation: Justine explains what happens when you finally make this shift

"There's a gap between knowing you're valuable, knowing you have so much value to offer others, and actually showing up with that confidence."

"It's not about learning to do these things despite being creative. It's all about celebrating and realising these things work better because you're creative, and thenbuilding your entire business from that foundation."

• Read: This Week's Full Journal Post
• Link: The Base Notes
• Subscribe to our Weekly newsletter
• Philippa Craddock Website: www.philippacraddock.com
• Email: [email protected]

What's your biggest challenge in truly embodying your creative business identity? Are you struggling to see your unique strengths or feeling stuck between understanding and implementing? I want to hear your story. Send me a direct message on Instagram your journey matters, and you might just be on the brink of your own transformation!

Want to dive deeper into the foundations of building a creative business that truly reflects who you are? Join our weekly newsletter for exclusive insights, behind-the-scenes stories and weekly guidance to help you turn your creative passion into a thriving, aligned business.

Today's episode is different. I'm in conversation with Vicky Hagen, founder of Hattie & Vic, a personal styling business that empowers women through beautifully considered clothing.

What makes this conversation special is that Vicky participated in The Base Notes first cohort earlier this year, and you'll hear how understanding her exceptional strengths has transformed not just her business clarity and confidence, but how she shows up for her clients every single day.

• [02:57] Vicky's origin story: Transforming personal styling to be more accessible and emotionally supportive
• [08:54] The transformative power of styling: Understanding women's life stages and personal empowerment
• [19:34] Choosing reflection over fear: Discovering the Base Notes as a method for business realignment
• [22:36] Finding the permission slip to turn up as you are
• [32:14] The challenges of running a business before finding a clear method
• [43:41] The power of finding your own business answers through guided reflection
• [51:24] Experiencing growth through intentional foundational work
• [105:55] The podcast as a supportive resource for creative entrepreneurs
• [112:30] Envisioning the future of Hattie & Vic

"The Base Notes is a method, not a formula. It doesn't tell you what the answer should be - that's your decision. It gives you the opportunity to consider all aspects of your business in a comprehensive way." - Vicky Hagen

"What makes the Base Notes so powerful is that it allows you to dip back into it in a non-linear fashion. After the initial deep dive, it becomes a resource that shines a spotlight on opportunities to do things differently." - Vicky Hagen

• Read: This Week's Full Journal Post
• Link: The Base Notes
• Subscribe to our Weekly newsletter
• Philippa Craddock Website: www.philippacraddock.com
• Email: [email protected]
• Hattie & Vic Website: www.hattie&vic.com
• Hattie & Vic Instagram @hattieandvic

Are you feeling the tension between your creative passion and business identity? What holds you back from fully embracing your role as a creative business owner? Share your thoughts with me over on Instagram i read every message

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In the final months of the year, many creative entrepreneurs feel pressure to "finish strong" by launching something new, addind yet another service or completely reinventing what they are doing.. But what if the most straightforward path to additional revenue is already sitting right in your existing work and relationships?

In this episode I share five practical approaches specifically designed for creative minds to generate income that aligns with your natural working style.

• [00:00] Challenging the pressure to "finish strong"
• [04:26] Why traditional business advice often fails creative entrepreneurs
• [05:37] First approach: Creating simple, focused solution-based services
• [09:29] Second approach: Authentically reconnecting with existing network
• [10:56] Third approach: Identifying overlooked opportunities people already ask about
• [12:06] Fourth approach: Collaborative partnerships that complement your work
• [14:56] Fifth approach: 30-day commitment to a new communication strategy
• [15:50] Importance of confidence and clarity in implementing these approaches

"Your creative business doesn't need to become something completely different to be more profitable. You need to get better at recognising and valuing what you already do brilliantly."

• Read: This Week's Full Journal Post
• Link: The Base Notes Waitlist
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• Website: www.philippacraddock.com
• Email: [email protected]

What revenue approach resonates most with you? Share a strategy you're excited to explore in your creative business. Send me a DM on Instagram and let me know!

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After watching Pinterest webinars promising millions of views and instant success, I uncover the game-changing truth about sustainable marketing for creative entrepreneurs. Discover why 26 strategic website visitors matter infinitely more than vanity metrics, and how authentic, strengths-led marketing can transform your business growth.

• [02:27] The problem with Pinterest webinars promising instant success
• [04:43] September's Pinterest metrics: 14,905 impressions, 26 unique website visitors
• [06:26] Why 26 real people matter more than millions of views
• [10:30] Creating a simple, 30-minute weekly Pinterest routine
• [12:48] The importance of having a website that supports visitors
• [14:34] Building marketing strategies around personal strengths
• [20:20] October's Pinterest strategy: increasing to 5 pins per week
• [22:36] The bigger picture: sustainable business growth through authentic marketing

"Twenty-six people finding your perfect-for-them website is worth more than a million views that lead nowhere!"

"Your creative business doesn't need millions of anything to succeed. It needs the right people to find you, and it needs you to be ready to look after them really well when they do."

• Read: This Week's Full Journal Post
• Pinterest Experiment Guide: Follow Along with My Pinterest Experiment
• Link: The Base Notes Waitlist
• Link: My Story Page
• Podcast Episode: 106. My Pinterest Experiment: Month 1
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

Share Your Insights:

I'd love to hear if you're testing Pinterest in your own business or considering it after hearing about my experiment. What resonated most with your approach to sustainable marketing? Send me an email at [email protected] with your discoveries or DM me on Instagram. I'm genuinely curious about what works for others too.

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Subscribe to my weekly newsletter for behind-the-scenes insights, exclusive resources, and first access to new offerings. You'll get practical guidance delivered straight to your inbox, plus monthly Pinterest experiment updates as my six-month journey unfolds.

"What actually makes you a creative business owner?" Last week, I was asked this brilliant question at a creative business event and it made me think deeply: While it sounds simple, how you answer this question could fundamentally change everything about how you see your entrepreneurial capabilities.

• [02:05] A transformative conversation at LineUp, London
• [04:22] Defining what truly makes a creative business owner
• [09:30] Why creativity drives business success and why traditional advice falls short for creative entrepreneurs
• [12:40] How creativity fuels problem-solving, differentiation, and business resilience
• [17:02] The power of understanding and building around your individual strengths
• [20:05] How to stand out in a saturated market by embracing your unique approach

"The most memorable creative businesses aren't the ones following industry norms or copying what everyone else does. They're built on the unique talents of their founders."

• Read: This Week's Full Journal Post
• Link: The Base Notes Waitlist
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

What's your exceptional creative strength? How could you build your business more intentionally around what you naturally do best? DM me on Instagram and share your thoughts! I'd love to hear your unique perspective.

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Last week, I had dinner with a brand strategist named Sarah who was completely deflated. She'd just lost a potential client to someone charging half her rates.

But here's the fascinating part: that client had spent twenty minutes explaining why Sarah's approach felt so different, so thoughtful, and exactly what they needed. They praised her insights, described her process in detail, even said they felt confident she could transform their business.

And then they chose someone else purely on price.

Sarah thought this was evidence she needed to lower her rates. I saw something completely different... a pattern I've seen across many creative businesses that, once you understand it, changes everything about how you position your work...

• [00:00] The dinner conversation with Sarah that sparked a critical business insight
• [03:14] Why price isn't the ultimate deciding factor for clients
• [06:17] The real value of understanding your unique business approach
• [10:03] How to communicate your exceptional strengths
• [16:10] Strategies for attracting clients who value expertise
• [21:55] Breaking the cycle of underpricing and overdelivering
• [28:24] Transforming consultations into value-demonstration opportunities

"When you price based on the outcomes you create rather than competing on cost, you attract clients who are looking to invest in what you deliver and what they want to achieve."

"Quality has become non-negotiable, but it's no longer enough on its own. Beautiful work is expected. What makes you stand out now is how you think, how you solve problems, and how the experience of working with you feels from the very first interaction."

• Read: This Week's Full Journal Post
• Link: The Base Notes Waitlist
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

Have you experienced a moment when a client recognised your unique value but chose a cheaper alternative? Share your story and insights with me over on Instagram. DM me and let's discuss how we can better communicate our exceptional strengths.

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