Let’s not sugarcoat this: playing it safe isn’t cutting it anymore. You’re already working with big names, but deep down, you know there’s another level. You want clients who push you as much as you push them. The ones who aren’t afraid to ask for something groundbreaking. Here’s the hard truth: better clients won’t come knocking until you get comfortable with being uncomfortable.

Discomfort Forces Clarity

When was the last time your studio made a decision that scared you? I mean really scared you—like turning down a big client because the fit wasn’t right or pitching something so bold it made your palms sweat. That’s where clarity lives. Discomfort strips away the fluff and forces you to commit to who you are and what you stand for. Without it, you’re just another studio in the sea of options.

Stop Looking for Permission

The best work doesn’t come from clients giving you a blank canvas. It comes from stepping up and saying, "This is how we do things. This is why it works." Better clients don’t want order-takers; they want collaborators who bring vision to the table. It’s not about waiting for a client to let you take risks—it’s about showing them why you’re the only one who can.

How to Attract Better Clients by Embracing Discomfort:

1. Refine Your POV Until It Hurts

A strong point of view will turn some people away. That’s good. It means the right people will lean in. Define what makes your studio different and push it further than you’re comfortable with. Make sure you are seen online and offline. "Safe" positioning is invisible.

2. Show Your Process, Not Just the Results

Stop pretending your work is effortless. Show the grit. Show the late nights, the failures, the iterations. Clients want to see the thought behind the beauty. Write a book, find your voice, develop an opinion. Transparency isn’t weakness; it’s a magnet for trust.

3. Say No to What Doesn’t Fit

Nothing screams confidence like saying no. If a project feels wrong for your studio, trust your gut and pass. Every "no" clears space for the projects that actually excite you. There are more opportunities then you realise, but you’re blind to them.

4. Make Work You Want to Be Hired For

If your portfolio is full of safe, client-pleasing projects, guess what? You’ll attract more of the same. Create self-initiated work, stuff that is unseen, create art that pushes boundaries.  

5. Push Clients Beyond Their Comfort Zone

Better clients respect a pushback. They hire you for your expertise, so act like it. When their idea feels too safe, challenge it. When they play small, help them see the bigger picture. Discomfort works both ways.

6. Elevate Your Pricing

High-value clients expect high-value partners. If your rates don’t make you a little uncomfortable, they’re too low. Charge what reflects your impact, not just your effort.

Discomfort Creates Momentum

The studios that thrive don’t wait for opportunities; they create them. They get real, they find a way to connect on a human level, on an artistic level. They lean into discomfort because they know it’s a signal of growth. Discomfort forces you to be sharper, bolder, and more deliberate. It’s not easy, but it’s worth it.

This Is the Work That Matters

Your next-level clients aren’t looking for someone who plays nice. They want studios that disrupt, provoke, and lead. The question is: will you step up?

At NOT ON SALE, we help studios that refuse to settle refine their positioning, rethink their purpose, and recreate their vision. We help you take bold risks to attract the clients you’ve always wanted. It’s not about comfort. It’s not about selling or marketing. It’s about creating work that demands attention and leaves a legacy.

If you’re ready to stop blending in and start leading, let’s talk. Your next move starts with discomfort, it starts with us.

Marko

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