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When I ask them how long their site or various other marketing tools have been in development the consistent answer is: "On and off for the last two years." Sound familiar?

Essentially, that is two years of valuable time wasted not actively pursuing new business.

Rather, new business development is about building authentic one-to-one relationships. Be your natural self and new clients will like you for who you are not who they want you to be.

In reality, new business strategies are robust, multifaceted and, dare I say, even a fun and challenging aspect of any successful business. Clients will forgive mistakes, want to work with you, defend you internally and, more importantly, recommend you to others.

I know that you are proud that most, or all, of your business comes from word-of-mouth referrals. Now, for the bad news: Relying on referrals alone for new business is a limiting and unsustainable strategy that does not support the long-term health and growth of your firm.

That means your clients love you and they love to spread the love. Essentially, you are allowing your current clients and contacts to drive the direction of your firm.

Too often we settle for general career advice that beats around the bush because a) honest advice is often difficult to handle and b) no-BS advice on forming and maintaining a reputable design career isn't something many designers have access to.

Smaller, focused efforts have more impact and are easier to manage than larger and broader efforts. The goal is not to grow your list to a size that is unmanageable, so yearly or even quarterly editing is often required.

Make sure all your contacts are still relevant and categorized.

After previewing four or so chapters of Brutally Honest, we can confidently say the book serves as motivation to cut the crap and start taking positive steps towards a successful, well-organized design career.

The book itself is tastefully colorful because let's face it: boring textbooks suck, and the chapters are brief and digestible, yet powerful.

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