What's in today's newsletter?
- How to spot bad clients early
- Micrographics made simple
- Better designed cultural experiences
- The one-paragraph portfolio
- Winners of Pitch's Anything Block Awards
I’ve been broke. Like really broke.
I remember I broke a window and had to borrow £250 from 5 friends at school because the neighbours threaten to call the police.
I remember I was £6,000 in debt at university, working 2 jobs, and surviving on food my ex would bring home from work.
I remember when I had zero savings, sleeping at my grandparents' place, couldn’t even afford a $5 cup of coffee.
Luckily, I managed to claw my way out.
Before I got in UX, I got fired from my first tech job. I was unemployed, trying to figure out if I should stay in Vietnam and head back to London.
Not your typical backpacker story.
So I did what any desperate person does.
I went on Facebook and slid into a startup’s DM.
They needed SEO work. I had no idea what SEO was. I said yes anyway. Then stayed up every night that week teaching myself enough to fake it.
(tbh, it's kinda embarrassing to admit to 13,000 people through email 🙈)
That was the whole strategy.
- Say yes to everyone
- Learn on the job
- Get cash moneys
Back then that was right move. When I had nothing. Every yes is another day of survival.
And being in Vietnam, that would be about $15 a day. Bar was low.
But when does that phase end?
I didn't know. So I kept saying yes.
To the client who said my payment was "more exposure". Fine. To one’s who kept bringing up my rate after we had agreed. Ok. To the one who wanted "a quick sample" before committing. I'll do it.
I worked on those projects. Doesn’t mean I don’t regret each one.
I’ve since learned a lot about freelancing clients. The one’s worth keeping want some friction.
My best ones debated with me. Asked sharp questions. Made me defend the call. That tension is exactly what made the project fun and the work good.
I've seen some amazing designer say no constantly. Never rude. Just clear. Proper expectations. Sound reasoning. Every time he held his ground, he had the logic to back it. Negotiated for the right approach.
Clients pay for that backbone.
You can hide it to win the gig, but then you get treated like a junior pixel-pusher for the rest of the contract.
So now I run a small test on the first call.
I push back/assert myself on something small.
Clarify how I work.
Redraw a deliverable.
Gently disagree with one thing they said.
They want a quick redesign, I ask what problem it's solving first. They need 1 week for feedback, I ask who actually signs off. They need to meet a deadline, I tell them what I'd cut to hit it.
Then I go quiet and watch.
✅ Curious clients lean in. "Good point, hadn't thought of that." They're already treating me like a partner.
❌ Defensive clients tighten up. "Let's just stick to the plan." That's my next three months, right there.
How a client takes a small no is how they'll take every no once the money's changed hands.
Curious, I'm in.
Defensive, I'll pass.
No drama.
"I don't think this is the right fit, but I know someone who might be."
Of course, not everyone has the luxury of saying "jog on, I'll pick my projects thank you very much"
Some of us might have to say yes to keep our heads above water...
So how do we know if this client is worth working with long term?
A few questions I asked myself before, during, and after the project:
- Is the client trying to understand how I think, or are they trying to test whether I am worthy?
- Do they care about user behaviour, business results, or are they fixated on surface-level preferences?
- Do they respect structure? Do they negotiate professionally? Or do they react defensively?
- Does the cost of the project reflect the responsibility, complexity, and emotional labour involved?
If that's your perfect client, you'll have straight answers to each of those questions.
Trust your gut.
Survive first.
Then say no to keep the work worth doing.
🫳🎤
