Building a Creative Business in Uncertain Times (While Staying True to What Matters)
Learning lessons from prairie grass
Lately, things feel a little unsteady, don’t they? Money’s being spent more carefully, and big questions are floating around about what really matters—not just for people, but for businesses too. If you’re an artist, maker, or designer, maybe you’ve asked yourself one of those questions recently. Maybe you’ve wondered, “Can I really grow my business right now? Should I even try?”
Here’s the thing. Some of the strongest, most inspiring brands started in times like this. And it’s not because they played it safe or chased fleeting trends. It’s because they were intentional. They built from their core values and focused on something bigger than quick wins.
If you’re thinking, “That sounds great, but what does it actually mean for me?” I’ve got something to share that might help.
Nature’s Wisdom: Thriving Under Pressure
Take a second to think about prairie grass.. These simple plants might not seem inspiring at first glance, but their wisdom lies underground. Prairie grasses have deep, expansive root systems that grow far below the surface. While other plants with shallow roots wilt during droughts, prairie grasses adapt. Their deep roots access the nutrients and water they need to survive even in tough conditions.
This resilience is key. Prairie grasses don’t grow tall quickly just to outshine others. Instead, they focus on building strong foundations underground, connecting to the larger ecosystem for mutual support, and thriving sustainably over the long term.
Your creative business is a lot like this. When external circumstances feel uncertain or overwhelming, success doesn’t come from rushing to grow faster or reaching for surface-level gains. Instead, it’s about going deeper—to your purpose, your values, and what makes your work meaningful. It’s about staying rooted in what truly matters, so you not only weather challenges but thrive in the long run.
What Keeps Values-Driven Businesses Grounded
Quick-profit business models often rely on trends and flashy tactics to grab attention, but they can crack under pressure. Purpose-driven businesses? They have a different energy. They’re steady, grounded in clarity, and built around the maker’s skills, ideas, and what they care deeply about.
This is what draws customers in and keeps them coming back. Today’s customers are more thoughtful about where their money goes. They’re looking for businesses they can believe in, ones they connect with on a deeper level. If that’s the kind of business you want to build, one that reflects who you are and what you stand for, now’s an incredible time to lean into that. I write more extensively about this in my book Maker’s Mark.
Real Stories of Resilience
Here are two examples of artists who faced their own challenges but leaned into their values to adapt and connect more deeply with their audience. Do any of these feel familiar to you?
Example 1 | A Potter and Their Shift Toward Meaningful Output
Picture this: a potter is creating stunning works every single day, but the pressure to “keep up” in a mass-production-driven market starts wearing them down. It’s exhausting, and they feel more like a machine than an artist. Instead of grinding harder, they decide to rethink their approach.
Rather than cranking out more pottery just to stay visible, they create smaller, themed collections inspired by nature or the seasons. They prioritize using sustainable, locally-sourced materials, ensuring their craft supports both the environment and their community. Each piece is rooted in thoughtfulness and storytelling. When sharing these works, they talk about the inspiration behind them, how the materials connect to the earth, and what they hope their customers experience when using them. This shift creates a deeper connection. Suddenly, it’s not just a cup or bowl; it’s a moment of intention woven into someone’s daily life, while also supporting a more sustainable and connected community.
Example 2 | A Textile Artist Finding Focus in Their Craft
Now, imagine a textile artist overwhelmed by competing with cheaper, mass-produced designs. The pressure to lower their standards or change their methods is intense, but they stay true to the work they love most. Focusing on their unique style, they refine their craft to create personal, intricate patterns by hand using repurpose fabrics with history.
Beyond the final product, they invite their audience into their creative process. Through videos, stories, or personal messages, they show the time, passion, and care behind each piece and the materials they choose. They also collaborate with their local community, sourcing materials from unique locations and partnering with other artisans to support a shared vision of conscious creativity. It’s no longer just about fabric; it’s about buying something meaningful, sustainable, and alive with intention. This connection is what makes their business thrive.
Looking at Your Own Practice
Stories like these, and lessons from nature, remind us that powerful outcomes often stem from small, thoughtful changes rather than drastic overhauls. Sometimes, a simple shift can create the greatest impact. Here are a few journaling prompts to guide your reflection:
How can you reconnect with what makes your work truly fulfilling?
What would happen if you focused more on creating what excites you and speaks directly to the people you aspire to serve?
While uncertain times may feel like the wrong time to experiment, it’s actually the ideal moment to redefine yourself as a creative professional. Consider asking yourself:
“Why does my work matter?”
“How do I want people to feel when they experience what I create?”
These questions have the power to spark clarity, inspire fresh ideas, and cultivate deeper, more meaningful connections.
Imagine What’s Next
Like prairie grasses adapting through deep roots, this chapter can be an opportunity to shape your business intentionally. You can create something resilient, true to you, and built to grow sustainably when the time is right.
If that resonates with you, the Legacy Foundations Course was designed to guide your next steps. Over seven days, you’ll dig into what makes your work meaningful and define the foundation of a brand that feels aligned with your deepest values.
This isn’t about chasing trends or forcing growth. It’s about building a business that thrives on what makes you and your work special. One that reflects your vision, sustains your creativity, and is built to weather any storm.
Join Us and Start Growing Intentionally
It’s time to plant something new, something real, something built to last. Enroll in the Legacy Foundations Course today, and take those first steps toward creating a creative business that’s resilient, values-driven, and inspiring.
Like the prairie grass, strong roots grow when nurtured with intention. Step into this opportunity to create the business you’ve been imagining. A business that thrives—not by chasing trends, but by staying grounded in what matters most.