Filtering out the wrong clients for the right reasons

You’re a creative founder working tirelessly to grow your business. You say yes to every client that comes your way—after all, revenue is revenue, right?

Well, before you know it, your schedule is filled with uninspiring projects, like endless minor website updates, energy-draining clients who demand your attention at all hours, and opportunities that don’t align with your vision.

You’re working late one night (again) and you realize: saying yes to everything is actually holding you back.

Sound familiar?

Every creative founder, at one point or another, knows the temptation of taking on a client just to make ends meet. But not all clients are created equal. Some end up costing far more than they’re worth, draining your time, energy, and enthusiasm—resources that could be better spent on projects that feed your creativity.

This lesson is usually learned the hard way. Clients usually give flags if you’re paying attention and, spoiler alert, they’re not always green. These red flags can make or break your growth, and spotting them early is crucial.

Here are some to look out for:

• Lack of boundaries: These clients expect immediate responses at all hours and push for unreasonable deadlines. They strain your resources and drain morale. Don’t fall for it—stay firm.
• Overpromising and underdelivering: Big promises from clients without the necessary support to back them up can derail your project and leave you in the lurch. Don’t fall for it—stay cautious.
• Unclear stakeholders: Without a clear decision-maker, projects can get bogged down by conflicting opinions and endless delays. Don’t fall for it—stay assertive.
• Resistance to data-driven ideas: When clients are unwilling to follow data-supported strategies, you’re set up for limited impact—regardless of your best efforts. Don’t fall for it—stay strategic.

Spotting these early can save you from the late-night panic and burnout that often follows.

Saying yes means saying no

Every client decision comes with an opportunity cost. Saying yes to one client could mean missing out on a better fit—more profitable, more aligned with your vision.

Strategic client choices aren’t just about paying the bills; they’re about growing your business in the direction that fuels you and your mission.

With each client decision, you invest time, energy, and focus. Make sure that investment yields more than just revenue—think brand recognition, fulfilling work, and partnerships that resonate with your long-term goals.

In the early days, financial necessity often outweighs gut instinct—you simply need cash flow to survive. It’s a tough balance at first, but as your business matures, you earn the freedom to be more selective. Here’s how that evolution can look:

1. Early-stage reality: Early on, you might need to take on less-than-ideal clients—that’s okay. It’s about survival and building momentum.
2. Develop decision frameworks: Create a simple checklist to evaluate potential clients. Does this project align with your vision? Do they respect boundaries? Are they willing to trust your expertise?
3. Gradually tighten your criteria: As you gain experience, build a reputation, and expand your pipeline, you can afford to demand more from the people you work with—more alignment, more respect, and better compensation.

During my agency days at 45royale, we went through a phase where we said yes to everything. And guess what happened?

Quality plummeted. Key relationships suffered. We spread ourselves too thin.

I remember sitting in a meeting, hearing yet another out-of-scope request, and realizing we’d lost control of not only the project, but of our own direction.

It took time—time we could’ve spent growing—to recover, rebuild trust, and realign with our mission. The wrong client, no matter the number on the invoice, can cost you far more than they’re worth.

Think you can’t afford to say no? Yes, you can.

Saying no can be scary if you don’t have a plan. I mean, how do you turn down clients without losing momentum? Here are some strategies that have worked for me.

• Build a steady pipeline: Develop multiple income streams so you aren’t overly reliant on any one client. Create a waitlist, leverage newsletters, or establish a consistent sales process—whatever keeps new opportunities coming in.
• Establish clear policies: Be upfront about your engagement criteria. When clients know your boundaries and expectations, it becomes easier to identify the right fit—for both parties.
• Practice the art of the polite “no thanks”: Saying no doesn’t have to mean burning bridges. Frame the conversation around fit: you’re not the ideal partner for every project, and that’s okay. Directing them to someone better suited shows professionalism and leaves a positive impression.

Say yes to yourself

The clients you work with shape your brand, your reputation, and how you feel about your work. Saying no to the wrong clients makes room for projects that excite you, fuel your creativity, and—most importantly—allow your business to grow on your own terms.