The Artist’s

PATH TO SUCCESS
YOUR ROAD MAP TO A PROFITABLE CREATIVE CAREER

FROM STUDIO
2
 THE ARTIST’S PATH TO SUCCESS 3

Hi, I’m Emily

I’m a painter, an artist, a mother, an educator, an eternal optimist, and
a lover of travel.

My creative career began in 2010, the same year my oldest daughter was
born. I left my minimum wage job to stay home with her and challenged
myself to do one painting every day. I loved having access to my creativity,
and it felt good to be producing work so consistently. I wanted to take
it further. There was one problem: I had NO idea how to run a business.
Some of those first paintings sold for $1. Yeah — I was clueless. I learned
quickly that I couldn’t build a business that way, and started intentionally
following The Artist’s Path to Success (though I hadn’t named it yet). Slowly,
my business blossomed.

Now, I live in Greenville, SC with my three babes and my nerdy husband,

running a studio team, selling artwork around the globe, leading beautiful
retreats, and teaching thousands of other creatives to walk The Artist’s Path
to Success and run their own thriving creative businesses.
Table of Contents

05
INTRODUCTION

07
THE ARTIST’S PATH TO SUCCESS

08
ASPIRATIONAL ARTIST

12
EMERGING ARTIST

16
PIONEERING ARTIST

22
AFICIONADO

28
CREATIVE MAVEN
 THE ARTIST’S PATH TO SUCCESS 5

Running your creative business

can feel like being lost in the woods.

WHAT IF THERE WAS A PATH

YOU COULD FOLLOW?

What if you could take clearly marked steps toward We’ve all been stuck before — wallowing in uncertainty,
growing your sustainable, profitable creative business? wandering in circles trying to make it work. Overwhelm
It would be amazing, right? happens. I’ve been stuck, too. It’s not my favorite.

You’ve come to the right place, baby. Welcome to Here’s an alternative: walk the path of those who have
The Artist’s Path to Success. gone before you. You and I are part of a vibrant lineage
of artists who are crafting careers using tools we all have
As professional artists, we walk a unique line of creativity access to. We are creating beauty, growing impactful
and business. Our work comes from deep within — it businesses, and — though we may feel isolated at times
is thoughtful and meaningful and precious — but we’re — we are not alone. There’s a vast community of artists and
often lost when it comes to turning that meaningful creatives out there, each showing up and making a living
work into a business. Art school’s not the place to get an with their art, and we are part of it. It’s beautiful. It’s a gift.
MBA. Business school doesn’t cover the nuance of an art
practice. What are we to do? Where do we learn how to As the world shifts, our jobs as professional artists become
run a creative business? simpler in some ways. We can meet our buyers through a
6 INTRODUCTION

couple of clicks, connect directly with our dream brands, Who even buys artwork? How do I work with brands? What is
collaborate on commissions from opposite sides of the marketing anyways? I started doing things that I thought
globe. The artists who have gone before us would be might be helpful — setting up an Etsy shop at random
shocked, and probably delighted. Thanks to the widening in 2007, painting every now and then, creating a line of
world, we can truly craft a career, step by step, creating a hand-painted cards, doing a pop-up art fair… there was
life designed to fit our unique dreams. no rhyme or reason to my choices because I had no plan
or vision. Not only was it really exhausting, it was also
I know it sounds too good to be true. Sure, Emily, I’ll unsustainable and unreliable.
follow this path and then — poof! — start generating orders and
partnerships and profitability out of thin air? Well, no. But also A moment came when I stopped that scattered rush and
yes! Your creative work is beautifully original, but your looked to the community of creatives around me. Some
business? Businesses love systems and processes (because were “making it” and some weren’t. I began to study their
they work). Your business requires your thoughtfulness, it actions, taking notice of what the more successful creative
deserves your creativity. It can and should be innovative entrepreneurs were spending their time and energy on.
and intentional. Your business also deserves for you to I began to see some patterns. Those patterns became the
take it seriously. This is where The Artist’s Path to Success foundation for my first intentional steps toward running
comes in. This map has been created by the many artists an actual creative business. Fast forward to today, and the
who have walked before you. You simply have to begin. path seems so clear.

How do I know? Well, I’ve walked this road myself. I took Are you ready for that same clarity and direction?
my sweet painting hobby and transformed it into a highly
profitable business that employs others, reaches thousands
of collectors, customers, and creatives, and allows me to
Here we go.
create the life I want — not the life I was handed out of
art school.

My journey didn’t happen overnight. I love the mantra

“progress is quiet and slow” because it reminds me to
trust the process of GROWTH.

Real growth happens mindfully, sustainably, and mine

certainly did. I left art school without a clue as to how to
run a fine art career. The unknowns were countless —
What should I spend my time doing? How do I meet collectors?
 THE ARTIST’S PATH TO SUCCESS 7

The Artist’s ASPIRATIONAL ARTIST

Path to Success
STEP 01/ ASPIRATIONAL ARTIST
Ground yourself in creativity. Dedicate
your energy to pursuing art. Develop your
signature style and vision. Profit: <$ EMERGING ARTIST

STEP 02/ EMERGING ARTIST

Offer your work to the world. Make sales
and feel pride in that process. Dip your toe
into thoughtful marketing. Profit: $

STEP 03/ PIONEERING ARTIST

PIONEERING ARTIST
Establish your passion as a business
and begin treating it as such. Move into
profitability and expansion through
purposeful marketing and business moves.
Profit: $$

STEP 04/ AFICIONADO

Maintain your now complex business.
AFICIONADO
Consider new opportunities coming your
way. Engage with your devoted audience.
Expand mindfully, and let yourself play.
Profit: $$$

STEP 05/ CREATIVE MAVEN

Recognize that your work is impactful and
your vision is vast. Collaborate and grow
your team. Profit: $$$$

CREATIVE MAVEN
8 ASPIRATIONAL ARTIST

STEP ONE

A S P I R AT I O N A L
ARTIST
DREAM BIG

There’s something so magical about letting yourself Working within a specific “style” can be tricky, but
dream. Visualizing the creative life you want to lead — let it be a challenge to you as you explore. The key is
it’s the first, most powerful step to getting it. You’re intention — actively seek out an aesthetic that rings
following your muse, creating work whenever you true to you. With some gentle goal-setting & future
can, and finding the facets of your art that make planning, your sustainable creative career won’t be far
it yours. This journey is exhilarating, and it’s only off. Remember, though, that your main focus is honing
just beginning. your craft, creating work that you’re proud to put your
name on. Whether consciously or unconsciously, your
Now is the time to explore your creative voice, your confidence, clarity, and courage are growing. You’re
aesthetic, and to introduce yourself to your community going to need those in the future, so welcome them
as an Artist. As you feel comfortable, share your with open arms. This dreaming, vision-casting stage is
journey and your work. Each time you do, you’ll move so precious — returning here can be tricky once you’re
closer to that vision of yourself as a professional artist in full-fledged entrepreneur mode. Cherish this time,
— maybe even a full time creative entrepreneur. and mine it for all it has to offer.

P R O F I T I N T H E “ A S P I R AT I O N A L A R T I S T ” S TA G E < $
While you may profit from your work in this stage, the goal here is to refine your craft — not your bottom line. Nourish your creativity,
develop your voice, and gain the tenacity you’ll need for the steps ahead. Trust the process, and good things will follow.
 THE ARTIST’S PATH TO SUCCESS 9

VISION
Look out for...
Daydreams of your creative career
— the art you’ll make, what your OVERWHELM
studio will feel like, how you’ll
Don’t be intimidated by future growth. Progress is quiet and slow,
present your work to the world
— they’re living rent-free in your and all you have to do is give your all to the moment you’re in.
mind. You’ve got mood boards and Rest in the knowledge that you are exactly where you need to be.
inspiration saved that reflects how
you see your future self. FEELINGS OF INADEQUACY
Hey guess what — you don’t have all the answers right now.
Guess what else? That is okay! Your ideas are valid and your
SUSTAINABILITY
vision is deeply important. Your creative voice is indispensable —
Your creative work is in a rhythm, your art is necessary! Be boldly, beautifully you. Your authenticity will
steadily and consistently flowing
attract meaningful growth and might just be the start of a vibrant
out of you. You’re passionately
creative career!
following your creativity, but you’re
also aware that your energy is
limited.

MARKETING Investing time, energy,

You’re dipping a toe into sharing passion, & resources into
your work, especially within
communities — friends, family, your vision gives it life.
social media — where you feel safe
and accepted.

CREATIVE PROCESS

You’re feeling free to experiment, THE URGE TO RUSH FORWARD

falling in love with the idea of a If your dreams are bigger than your reality, it can be so tempting
process. Your own voice and style to get discontent or frustrated by your “slow progress.” You might
are beginning to take shape with feel an urge to do a lot, cut a few corners, go a little too fast to
each creative session.
“catch up.”. Trust me, I get it. Remember that this is a vitally
important step in your journey. Hold on to your vision and commit
to your dream, then take one small step at a time.
 You give life
to what you feed.
Nourish your work
with your time,
energy, & resources.
Then watch it grow.
 THE ARTIST’S PATH TO SUCCESS 11

N E X T ST E P S F U R T H E R R E A D I N G

• Visualize your creative brand: make mood boards, pin

images, save pictures on social media that get your AL L TH REE BOOKS (Steal like an
creative heart beating artist, Show your work, Keep Going)
Austin Kleon
• Recognize your aspirations: List them out, verbally
process them. This will help guide your choices when
BI G MAGI C
you’re feeling directionless.
Elizabeth Gilbert
• Document your work: share your creative journey and
attract creative community — through group chats, CREATI V E BL OCK
Facebook groups, or publicly on Instagram. Danielle Krysa

• Work on creating your first collection or product line.

TH E WAR OF AR T
• Make a website and shop that elevates your work, Steven Pressfield
putting it on display aesthetically and professionally.
The biography of every artist you’re
interested in!

Know your values, and stick to them.

A sustainable and creative career will follow when
you are true to your own vision.

Want even more insight? Check out the Do It For The Process Podcast!

Longing for some direction as you move forward and some community as you step into this big, creative world?
I invite you to check out THE COLLECTIVE — a membership built on the idea that we are better when we do this together.
Education, mentorship, & community. EMI LY JEFFORDS L [Link]/ COL L ECTI V E
12 EMERGING ARTIST

STEP TWO

EMERGING
ARTIST
TAKE FLIGHT

You feel that? The wind in your hair, the air rushing and — for bigger impact — it’s time for them to know
by — that’s momentum, baby! Your thriving creative you for something specific. Maybe you’re known for
career is straight ahead. A lot of the bravest steps you’ll painting wedding bouquets, or sculpting gems out of
ever take are behind you now — publicly identifying clay, or your cakes that look like sculptures. It takes
as a professional artist, offering your work to the world. clarity and decisiveness, but it carves out an identity
Feel it, and soak it in! for you, making you — and your work — easily
identifiable and ready to spread like wildfire.
*Big things await! As your business grows, you’re sensing
all that it can be. Your work is beginning to sell fairly Lay the foundation. Of course you can — and prob-
consistently, but you know there’s space for major ably will —pivot. However, the clearer you are during
growth — and, you know you want to go after it. You this phase, the better it is for your business growth.
are developing a collection, series, or line that you’re proud Clarity and consistency is key here. Find something
of, marketing it with an honest, contagious passion. you love to make and is loved by your audience, and
Now, when you say “I’m an Artist!”, you own it proudly. keep making it.
Take it further now. Folks know that you’re an artist,

PROFIT IN THE “EMERGING ARTIST” STAGE | $

Sales are steady, though you won’t be buying a yacht just yet. There’s plenty of space for growth. Focus on that slow, steady progress.
WWSet monthly sales goals.
 THE ARTIST’S PATH TO SUCCESS 13

VISION
Look out for...
You are widening your idea
about what an artist can be, and PRESSURE TO GROW QUICKLY
your actions are following suit. No question: you’ve got what it takes to make it as an artist.
It’s tempting to want to move too fast through this phase. Don’t.

BRAND You are laying such a strong foundation by settling into your
creativity and gaining clarity about what you want to be known for.
You are creating a recognizable
brand with distinct mood, OTHER PEOPLE’S OPINIONS
colors, and images.
Identifying as an artist takes courage. This is always true but it
can feel especially vulnerable if you are switching career paths

SUSTAINABILITY or exposing a part of yourself you have kept hidden. Even if you
are fresh out of art school, it’s a brave step to make that claim —
Your work is selling regularly,
“I’m an artist!” When we make claims about ourselves, we open
and a demand for your work is
forming. ourselves up to criticism. Folks may question your validity as an
artist. They may question your motives. They may even critique
the quality of your work. This is where we begin to grow a thick
MARKETING skin. Processing criticism is a mark of a true artist. People are
Your presence on social media allowed to have opinions. And you are allowed to ignore them.
is developing and you’re now Usually the most hurtful criticism comes from those closest to us.
used to sharing your work But reframe it: They are trying to keep you safe. They don’t want
and process. You are creating
to see you get hurt as you pursue this risky path of being an artist.
consistently. You have a website
If you choose to engage, try educating them on the possibilities
that offers your work elegantly
and with easy access and show them the careers of artists who are making it. You can
do it too!

CREATIVE TOO MUCH INSPIRATION FROM YOUR PEERS

It’s good to look at other work, and it’s great to praise the work of
You’ve got a defined aesthetic
and are creating work out of it. others. Make sure that you are keeping your own work pure by
You’re working in a rhythm that avoiding too much inspiration from one source. The only way to
feels exciting and sustainable.
create a strong foundation for your creative career is to offer work
that is uniquely inspired and totally your own.
14 EMERGING ARTIST

N E X T ST E P S F U R T H E R R E A D I N G

• Define your brand: on your own or with a designer,

establish branding that suits your work S TY LE Y OU R BRAND

Fiona Humberstone
• Refine your website: continue to tweak and elevate your
online presence ART MONEY SU CCES S

• Know your audience: define the personas of your Maria Brophy

“ideal customer”, and engage with new followers of
your work! TH E BU SI NESS OF BEI NG AN

ARTI S T Daniel Grant

• Grow your audience: set up a simple email newsletter
and gain subscribers H ASH TAG AU TH ENTI C

• Continue your creative training, always honing your Sara Tasker

skills and growing your abilities
TH E P RACTI CE
• Explore how to diversify your business: teaching, Seth Godin
offering new products, etc.

You are blossoming! Keep

nourishing your process and A little insight.
keep your eyes on the path. THE BEST WAY TO GET
PEOPLE’S ATTENTION?

Have an opinion.
Need more insight? Check out the Do It For The Process Podcast!
Give your work a clear
point of view, and you’ll
Longing for some direction as you move forward and some community
as you step into this big, creative world? I invite you to check out
attract a like-minded
The Collective — a membership built on the idea that we audience.
are better when we do this together. Education, mentorship, &
community. E M ILY J EFFO R D S L EA R N . C O M/ C OL L ECTI V E
16 PIONEERING ARTIST

STEP THREE

PIONEERING
ARTIST
KEEP SHINING

Woohoo! That was me cheering for you because you At this point, you’re probably aware that your work
are well on your way to making your beautiful dream is attracting people all on its own. It’s singing loud &
into a sustainable reality! Let it sink in —you create proud, and your ideal customers and collectors are
something beautiful (because it brings you joy) and pulled towards it like a magnet. This might feel like
you get paid for it. Can you imagine a better career? magic, but you and I know better — a lot of work goes
Me neither. You are embracing challenges, learning so into these seemingly effortless connections. For one,
much, and growing in confidence. These are beautiful you are showing up, and you have been — day in and
habits that will lead to success. Celebrate yourself ! day out — for years. You’re creating good work (this is
huge!), photographing it well, sharing it in a way that
You’re on fire. Your business is burgeoning as you lets it shine, and talking about it non-stop (don’t stop).
continue to carve out your space in this industry. Boom! Magic! Kidding — you want to know what’s
Your audience recognizes your work when they see it, actually happening? Your audience is resonating with
your process is down to a near-science, and you are the emotional honesty and the opinions shared in
beginning to know what does and doesn’t serve you. your work. They are feeling seen through your work

PROFIT IN THE “PIONEERING ARTIST” STAGE | $$-$$$

Your overhead is covered, you are bringing home a salary, and your business is profiting. Don’t slow down, remember that a limiting
mindset about money can be your enemy here. You deserve all this growth, including the money — your work is good and it’s appreciated
by your community. As my mentor says, “more money, more impact!” As you grow, you make a meaningful impact on others and can use
your resources to do even more good.
 THE ARTIST’S PATH TO SUCCESS 17

VISION and they vibe with your brand. So yeah, it feels like
You are a relevant voice in your niche. You magic. It’s actually your hard work, paying off. Keep
show up consistently as an authority, and this in mind as you move through this phase and
you speak clarity into your community. You into the next (the Aficionado): that you are creating
are elevating your work by elevating everything that
something that is needed, that your audience is
surrounds it, too (styling, packaging, website,
photography, displays, etc.) finding connection through what you make.

The phrase “Do It For The Process” might feel very

BRAND
important to you right about now. It can be tempting
Your brand is recognizable, with a distinct to work like a machine or write like a robot, just to get
mood, colors, and aesthetic. Your aesthetic fits
things done. You already know that working that way
your vision & the quality you want to project.
is not sustainable and that your joy needs to be rooted
in the process. You’re an artist after all! The process is
SUSTAINABILITY what brings life to everything!
Revenue is increasing and is providing for
your needs (and even a few “wants!”) You
have diversified your brand in several ways
(products, services, events, etc) so your income
is not dependent on one revenue stream.
You are creating something
that is needed and resonates
MARKETING strongly with your audience.
You’re engaged with your audience, meeting
their needs & creating for them. You are
marketing your business effectively across
Let’s get real for a second: this career path is
social media and email. You have a sustainable
beautiful, but it can feel overwhelming at times. When
marketing calendar planned out (for at least the
next quarter). a surge of growth hits and your head spins from the
energy of it all, it’s exhausting. If you’re feeling pulled
in a thousand different directions, it’s because you’re at
CREATIVE
a crossroads. In this phase of your career, your options
You are creating and selling work in a rhythm
open up and each one looks shiny and profitable.
that is sustainable for both your creativity & the
Good thing you already wrote down some clear-cut
profitability of your business. You are able to
summon inspiration when it is needed — you goals during the last phase! Revisit that list, refine or
no longer rely on random bursts of creativity. evolve it as needed, and let it guide you. Say it with
me: I got this!
18 PIONEERING ARTIST

Look out for... shhh...

D I S T R A C T I O N S . Shiny, new opportunities are
HERE’S A SECRET
everywhere. Keep your goal list nearby and get used to
saying “no” frequently. This will help you focus your
energy and resources toward your big vision.
YOU ARE not M E A N T T O B E A
STARVING ARTIST.

L O N E L I N E S S . This level of success and dedication

Starving artists have no voice, no ability to
to your work isn’t relatable to everyone (maybe even
share their message. Starving artists have no
people who are close to you). It’s so important to
influence and no ability to act generously.
intentionally find and invest in a community of
creatives and entrepreneurs who intimately understand
your struggles and successes. We’re 100% better when YOU ARE DESIGNED TO thrive.
we do this together. I am living proof of that. Spend time with this thought. Get to know
artists and creatives (such as myself,
E X C U S E S . You are doing things you have never done Bonnie Christine, Gina Julian, Nicholas
before and bringing a level of refinement to your work Wilton, Lulie Wallace, Heather Day, and
that might surprise even you. Don’t stop! Continue many others) who are all creating beauty and
to finesse, continue to build. Remember that what getting paid well for it.
may have worked in the past might not work moving forward.
You are creating a brand and a work ethic that needs IT IS 100% possible
constant intentionality to remain sustainable. Do it for FOR YOU TOO, AND THE
the process and learn to love refining all the areas of FIRST STEP IS BELIEVING IT.
your business.

L I M I T I N G M O N E Y M I N D S E T . Many creative
entrepreneurs stop growing at this point. Why?
Because growth means more money, and most of us
don’t believe we can earn past our expectations, so we In case no one has
just don’t try. Nope, not you. Don’t hold back because
you’re caught up in the myth that creativity should
told you recently,
be a struggle. Our culture has long romanticized the you can achieve
great things
“starving artist” trope.

(even as an artist).
 DO IT FOR THE PROCESS
THE ARTIST’S PATH TO SUCCESS 19

N E X T ST E P S WORK WITHIN
YOUR VALUES.
YOUR VALUES WILL
• Plan for sustainability: diversify your product line,
adding more streams of revenue for financial security.
DIRECT YOUR
• Don’t forget email: take your email list growth seriously,
and send emails that speak directly to your audience, in
STEPS AND WILL
your brand voice (at least one per month). HELP YOU CREATE
• Refine your brand: create a style guide that helps your
A SUSTAINABLE
brand stay consistent
AND FULFILLING
CREATIVE CAREER.
• Strengthen your boundaries: list out opportunities and
situations you don’t want to engage in, so you can stay
on track when they come your way Need more insight?
CHECK OUT THE DO IT FOR THE
• Stay consistent: your audience grows and stays loyal
when you do, too. PROCESS PODCAST!

• Track your time: notice which tasks are important to

keep and which can be outsourced to an assistant (yes!) Longing for some direction as you move
forward and some community as you
step into this big, creative world?
F U R T H E R R E A D I N G

I INVITE YOU TO CHECK OUT

S TYL E YO UR B R A N D and B R A N D B R I LLI ANCE
Fiona Humberstone THE COLLECTIVE
— A MEMBERSHIP BUILT ON
D O THE W O R K
THE IDEA THAT WE ARE BETTER
Steven Pressfield
WHEN WE DO THIS TOGETHER.

IN THE C O MP A N Y O F W O M EN EDUCATION, MENTORSHIP, &

Grace Bonney COMMUNITY.

A R T W R IT E

Vicki Krohn Amorose [Link]/

COLLECTIVE
We need
cr
to thrive—
especia
n
 your
reativity
—
ally right
now.
22 AFICIONADO

STEP FOUR

AFICIONADO
OWN YOUR GLOW

You’re an expert in your craft, and people know it. Whether they are paying attention to your words, your
Your business continues to expand, and you’re loving artwork, your cookbooks, your educational resources,
it. Your audience responds energetically to your ideas. your gardening plans, or your ideas on motherhood...
Hear me: you’re changing culture in and through your niche. your content matters a lot to your audience. Share
When you speak, people listen — they consider your your wisdom as generously as you are able. Keep
ideas and respect your vision. They are here for you, refining your brand aesthetic and voice. It’s always a
friend! What an honor. Because you value your people, fluid thing, and it matters at this stage more than ever.
you respond with wholeheartedness and passion. It’s Your brand is like wrapping paper, enveloping your
a beautiful exchange! The work you do impacts more people work and elevating its contents. Your website is your
than you even know. ambassador — it greets folks from around the globe,

PROFIT IN THE “AFICIONADO” STAGE | $$$

Your business is providing ample income. You are able to live comfortably as you grow your business. Focus on expansion and setting
bigger goals. Your vision is clear, you believe in your work, you have opinions that need to be shared, and people are paying attention.
 THE ARTIST’S PATH TO SUCCESS 23

VISION it shares your unique perspective. Your social media

Your business includes 5+ streams of accounts support your brand’s vision, giving your
revenue. You can anticipate the desires of audience a tiny taste of what they’re in for when they
your audience and create what they want dig in even more, buy your work, and work with you.
before they even ask for it. You’re amazing.

BRAND
The work you
Your brand is well established within your
community, niche, and among your ideal do impacts more people
customer base. Your work is well-rounded
and refined. It is recognizable and admired than you even know.
by your ideal audience.

SUSTAINABILITY
This is the phase to get creative with your marketing
You’ve grown a business that can sustain and outreach. Again, what worked in the past isn’t
you — financially, physically, emotionally.
You’ve established healthy boundaries to necessarily right for the future. Consider podcasting,
keep your energy focused. As much as collaborating with other brands and influencers,
possible, you are only working within your
partnering with a new company — get creative,
“zone of genius” (the work that only you
can/should do). You have assistance in and remember to align your outreach with your
your business to keep things running like brand vision. Unless you have outsourced your
clockwork.
marketing to a skilled agency, you are in charge of
supporting your work in the world. You are in charge
MARKETING of making it shine.
You have a 12 month launch and
marketing calendar mapped out. You have
grown a substantial social media and email
marketing presence, and it’s still growing.
You have at least one source of “lead
Your vision is clear, you
generation.” You are reaching outside
of your natural market to grow your
believe in your work, you
customer base. You are frequently seeking
representation & press.
have opinions that need
to be shared, & all of this is
CREATIVE validated because people
You are making career-defining work. You
consistently create work that you’re proud are paying attention.
of within a rhythm that is sustainable.
24 AFICIONADO

Look out for...

F E A R O F G R O W T H . I speak from experience when P E R F E C T I O N I S M . In my business, I only keep a

I say that growth can be uncomfortable. It can feel like couple things “perfect.” I create and represent my
anxiety, stress, or nervous energy that has no outlet. artwork as well as I possibly can. In every other area,
It can also be uncomfortable because, by growing, I try to let go of perfection. I encourage you to do the
you may very well surpass people that you admire and same! The pursuit of perfection uses up energy faster
respect. It will feel like a strange dynamic sometimes. than just about anything. In fact, perfectionism is a
Don’t let this hold you back. While growth can be surefire way to meet a different end: burnout. Pro-tip:
uncomfortable, you were meant to do big, beautiful Aim for a B+. In a lot of business-related tasks, good
things in this world. Suppressing that calling is even enough is great.
more painful. But the good news is, growth is deeply
fulfilling and the things that make you “you” are still
intact, and you can still relate with your peers, family, Aim to create an
and friends in all the ways that matter most.
aspirational brand,
I M P O S T O R S Y N D R O M E . I’m telling you,
one your audience
you are an expert. It’s true! And I could tell you all day,
but unless you believe it, it won’t do any good. longs to align with.
Work on your relationship to your success, even if
it means giving yourself a pep-talk in the mirror
every day. During this process, it might feel like you D O I N G I T A L L B Y Y O U R S E L F . You’re at a point

don’t deserve the boldness I’m asking of you. Why do now where there are many moving parts to your
people want to hear from me? What value can I really offer? business. The issue is, you are one human!
Someone else has already said this way better than I could. I know… it’s hard to reconcile. My best advice is this:
These thoughts can sound like facts, but they are not! hire someone. Your most valuable work is not found
Imposter syndrome sneaks in to keep us “safe” but you in your inbox or in replying to customer service issues.
don’t need to be kept small or safe. You are changing You do not need to package every box yourself or
lives for the better! edit every image. Choose freedom over “perfection.”
Choose peace over micromanaging. Done is better
Your vision is unique, your set of skills can only come than perfect, and just imagine how much you would
from your hands, and your experience is all your own. get done with a little (or a lot) of assistance!
Paint, teach, lead, design, share, mentor, offer advice,
share wisdom! You’ve built it, now foster it.
N E X T ST E P S L I S T E N U P !

• Think new: Find new avenues for growth and fresh

ways of bringing your work to a new market It is time for you to go big in at least
one area of your business. In the
• Make an impact: aim wider, reaching more eyes and
next 12 months, I want you to do
more lives with your work
something huge. Create a gallery show
• Diversify your brand: analyze your packaging, full of new work, launch a course,
website, photography, typography choices, etc. collaborate with your dream company.
Spend a few weeks dreaming and
• Publicize: get your work featured in national and
scheming, then get to work! Make it
international publications
happen! You totally can. You have all the
• Go big: visualize next-level growth strategies, offer tools, the foundation, the audience,
something so ambitious that it makes you a little the knowledge. Don’t waste this. It is
nervous! precious and it’s powerful. You are
ready to make a meaningful IMPACT.
• Expand your income goals: you’re making a living,
now it’s time to thrive

• Aspire to inspire: aim to create an aspirational F U R T H E R R E A D I N G

brand, one your audience longs to align with

FREE TO FOCU S

Michael Hyatt

You are going

BU S I NES S MADE SI MP LE and
through MARKI NG MADE SI MP LE

great personal Donald Miller

and professional U NCLONED MARKETI NG

expansion, settling Audria Richmond

into your role as a P ROFI T FI RST

leader and visionary. Mike Michalowicz
28 CREATIVE MAVEN

STEP FIVE

C R E AT I V E M AV E N
MAKE AN IMPACT

Roll out the carpet! Here comes a Maven. With a business at this scale, it is so important to shed
your baggage. You cannot carry that weight while
Cheers, dear. You’re making deeply inspiring running this fast! Say farewell to distractions, people that
moves, and I am honored to know you. Your do not fully support you, and limiting beliefs that hold
community resonates with your vision, you have a you back from playing even bigger.
meaningful impact within your niche, and you show
up despite resistance. Thank you for the beauty you You are changing culture. The work you do impacts more

bring to the world. people than you can comprehend. Let this sink in —
the ideas in your head are changing lives for the better.
Now, I know you don’t like all this fuss (you just want *Chills*. What does your brand stand for? What will
to get back to your studio and back to work). I get it you speak out about? What is your brand’s personality?
— but let’s sit a moment in this beautiful empire you Getting clear on these details is even more important
created and just celebrate! What an accomplishment, at this scale because the eyes on your work and brand
pop the champagne! can feel like a cage otherwise. Creating an aspirational
brand takes clarity and vision. It also requires that you
Revel in your accomplishments, and embrace even understand what “aspirational” means to your audience.
more growth. Your best adventures are still ahead. Loyal fans, collectors, and customers follow the vision
Don’t stop pursuing your vision just because you have of artists they aspire to align with. That’s incredibly
had big financial success up to this point. There’s profitable for both your bottom line and the growth of
always something new to explore, another life to your creative business.
impact, and another way to express yourself.
 VISION MARKETING

You are actively evaluating how your words Your business is making waves in your
and actions impact culture in big and small industry and as a result, you are leading
ways. You take calculated risks because a large and vibrant community. You
your work is profitable enough to allow for understand how your customers move
uncertainties. You have an infrastructure that through your sales funnel, and you
allows for innovation. You have eliminated customize that process so it is effective
distractions that do not align with your and feels good for your audience and each
highest goals. of your customers. You have a thorough
monthly launch and marketing calendar
in place so that your mind is free from
BRAND distraction and you know exactly what
to share each day. You are able to plan
Your brand is elevated and aspirational while out your annual marketing calendar and
still approachable to your ideal customers. preserve your energy for the times you need
You have a clearly defined style guide but are to show up.
consistently refining your brand aesthetics.
Your branding has extended to every aspect
of your business (website, social media,
CREATIVE
packaging, etc.).
Your work is still at the heart of it all.
Even though your business is established,
SUSTAINABILITY you still feel creative freedom and a
sense of exploration in your work.
You’ve diversified your brand so that there You are a visionary. Keep creating,
is something intentionally designed for the world needs you!
every member of your audience. You have
established multiple revenue streams, both
within your creative practice and outside
(licensing, affiliate marketing, royalties,
etc.). You lead a team of people you admire
who execute your vision without constant
supervision.

PROFIT IN THE “CREATIVE MAVEN” STAGE | $$$$

Your business is highly profitable. You employ others and have multiple income streams.
30 CREATIVE MAVEN
 THE ARTIST’S PATH TO SUCCESS 31

Look out for...

FLASHY OFFERS AND SHINY OPTIONS
They seem amazing, but they distract from your big goals.
Clarity is more important than ever when operating at this scale,
with this much impact. “No” is the most valuable work in your
vocabulary because it allows you to say “YES” to things that
matter most.

B U R N O U T Sustainability is beyond important. You need space

within your business to innovate, move your vision forward, and
maintain consistent revenue — but you also need to feel free and
at peace as a human being. Otherwise — while moving at this
pace — burnout is certain. Care for your energy and the energy
of your team and only give that precious energy to ideas and
tasks that deserve it.

I - C A N - D O - I T - A L L A T T I T U D E Of course you can do it all.

Most Creative Mavens are “generalists,” meaning we can be
good at many tasks to varying degrees. A great leader, though,
choreographs the skills of the experts around them. Hire the best
and let go of some tasks that just aren’t in your sweet spot. Spend
most of your time on tasks you enjoy and are extremely skilled
in. Your time is valuable, and it’s important that you hire skilled
people. Need amazing images? Hire a photographer. Need
someone to manage your customer service? Hire someone with
the right personality and dedication.

O T H E R P E O P L E ’ S O P I N I O N S You cannot create a healthy

business at this scale and care deeply about the opinions of
others. Don’t outsource your vision. Set your own standard of
excellence and rely on your vision to keep your business growing
and thriving. The right people are going to be incredibly
attracted to that vision but it will not be for everyone! That’s ok.
32 CREATIVE MAVEN

F U R T H E R R E A D I N G

N E X T ST E P S
FAS CI NATE LAU NCH
Sally Hogshead Jeff Walker

• Spread beauty: make work that resonates with larger

ES SENTI ALI S M TH I S I S
circle of culture and aim to impact even more lives Greg McKeown MARKETI NG
Seth Godin
• Brand excellence: further refine your brand as you
TH E BI G LEAP
grow and change Gay Hendricks

• Publicity push: seek out press opportunities that

align with your vision

• Perfect your marketing: stay relevant by keeping Vision is freedom.

things fresh
When your vision
• Keep good company: Surround yourself with
people who inspire and challenge you
is clear enough for
• Be the boss: step into your role as CEO, casting a
others to see, they’ll
vision for your team and allowing them to shine on follow you, and your
your behalf
business will be
• Make more money: expand your income goals —
did you know artists can make a million dollars a
strong and profitable.
year (and not just the old, dead men in museums)?
Income only furthers the positive impact you are C R E A T I V E M A V E N S
making in a world deeply in need of light and love.
T O A D M I R E
• Aim high: expand beyond the traditional borders of
your career path, mix things up, innovate. You may
MOLLY
step into uncharted waters. Forge a path and show H ATCH H EATH ER DAY
others the way! Molly Hatch Heather Day Art
Studio
ANNA RI F LE
BOND
REBECCA
ATW OOD Rifle Paper Co.
Rebecca Atwood
Designs LI SA
CONGDON
Lisa Congdon Art
EMI LY KATZ
& Illustration
Modern Macrame
YOU’VE REACHED EXCELLENCE IN

YOUR WORK, YOUR BUSINESS IS THRIVING.

It’s time to expand your vision

and surround yourself with folks
who inspire and support you.
Need more insight and the community of creatives who will delight
and inspire you? The answer is YES. You cannot sustain this level of
output and growth without a healthy, supportive community. Seek out
peers who are going to hold you up when you’re weak and cheer for
you when you reach new heights. Masterminds are imperative at this
stage. Seek our mentors who are wise and will challenge you in healthy
ways. Need a healthy creative business mastermind? Get on the waitlist
for the EJS MASTERMIND! In this space, we normalize the astounding
success of artists.
 Progress is
quiet & slow.

Each stage on this path is beautiful and meaningful.

You can customize it to fit your desires, energy, and
aspirations. You can stop anywhere along the way
and live a beautiful, intentional life — one made
even sweeter because of your creative work.

This Path to Success is a 30,000 foot aerial view

on several years of progress. Take it nice and slow.
Grow gently. Avoid comparison. Run from burnout.
Be patient with yourself and extravagant with your
dreams. And while you’re on the Path?

ENJOY THE VIEW.

THE ARTIST’S PATH TO SUCCESS 35
E M I LY J E F F O R D S L E A R N . C O M