Welcome to the 76th issue of Soloist Sundays, a newsletter focusing on longevity, balance and success on your terms for independent consultants, creatives and freelancers.

I'm your writer and host, Matthew Fenton. Thank you for being here.

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My one-man consultancy, Three Deuce Branding, turns 28 today!

Here are some things I’ve learned along the way, through both observation & experience, and with varying degrees of controversy:

1. The primary reason for your business to exist is to meet your needs.
2. That said, if improving the client’s condition isn’t very high on your list, you’re building a house of cards.
3. Some people will tell you it won’t work out. They’re usually saying more about themselves than about you.
4. Focus less on your “personal brand.” Focus more on your impact and your character.
5. You can’t master 20 services, and even if you could, buyers wouldn’t believe it. If in doubt, go narrow & deep.
6. You may bake the best pies in the world. But that doesn’t mean you should open a bakery, or that people want more pie.
7. In professional services, difference is usually not found in what you do, but in how you do it.
8. Clients place their trust & reputations in our hands. Honor that, every time.
9. Play to the height of your abilities. And keep increasing that height.
10. Always do work that you’re proud to sign your name to. Repeat business & referrals will follow.
11. “Work smarter, not harder” is a false choice. Whether you’re inefficient or lazy, the outcome is about the same.
12. Marketing and selling are part of the job description. The sooner you find an approach that works – and works for you – the better off you’ll be.
13. Many clients will pay for good work. So choosing the right clients is crucial. Vision, values and vibes matter a lot.
14. If you ignore the red flags, that’s on you.
15. “Say yes to everything” is terrible advice when you’re starting out. By about year 3, it’s catastrophic.
16. Never sign a second contract with a proven asshole.
17. If you struggle with delayed gratification, freelancing may not be for you.
18. It’s silly to build expertise over years only to sell it cheaply by the hour.
19. Life plan first, biz plan second.
20. I work best with a 3-year vision, 1-year objectives and a 90-day plan. Your mileage may vary.
21. As quickly as you’re able, sock away a year of living expenses. This is unseen leverage & freedom of choice.
22. If you simply can’t get through the day without bad-mouthing your clients, at least have the good sense not to do it on social media.
23. “Meaningful work in a healthy environment.” That’s my professional mantra. Again, YMMV.
24. Independence should not mean isolation. Find your team.
25. Treat yourself like you’d treat your best client.
26. Protect the asset – and you are the asset. (h/t Greg McKeown)

Drop me a note to let me know what resonates with you, or where you think I'm flat-out wrong.

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Today Is the Day!

Matthew Fenton

Founder & Chief Soloist, Winning Solo​

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With 28 years as an independent consultant, I can work with you to improve just about any aspect of your freelance business. You can learn more about my coaching services here.

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