There’s a moment in every creative professional’s life where you realize that the way you’ve been doing business isn’t working. For me, that moment came when I stumbled across Blair Enns’ Win Without Pitching Manifesto. It wasn’t just a book—it was a seismic shift in how I approach my work, my clients, and my value as the founder of Major Assembly.

This manifesto doesn’t just tell you what to do; it lays down a bold and empowering framework that feels like an invitation to stop playing small. It challenges creatives to reclaim their power, assert their value, and work on their terms.

Here’s how the Win Without Pitching Manifesto has shaped my business and my mindset—and why I believe every designerpreneur needs this philosophy in their arsenal.

Proclamation #1: We Will Specialize

Specialization scared me at first. Narrowing my focus felt like saying no to opportunities. But as I honed in on branding and packaging design for Major Assembly, I realized that specialization wasn’t about limiting myself—it was about becoming the best in a specific space. Expertise attracts clients, commands higher fees, and fosters trust.

Proclamation #2: We Will Replace Presentations with Conversations

I used to believe the key to winning clients was a jaw-dropping deck and an eloquent pitch. But as I started engaging in deeper conversations with clients, I discovered that meaningful dialogue trumps polished slides. These conversations uncover their real pain points, allowing me to show value without selling.

Proclamation #3: We Will Diagnose Before We Prescribe

I now approach every project like a doctor. Before prescribing solutions, I diagnose the problem. Asking the right questions and deeply understanding a client’s challenges positions me as a trusted advisor rather than just another vendor. This mindset shift has been game-changing in building long-term relationships.

Proclamation #6: We Will Be Selective

Early in my career, I said yes to everything. I was burned out, underpaid, and uninspired. The manifesto taught me that saying no to the wrong clients is saying yes to the right ones. Now, Major Assembly only takes on projects that align with our expertise, values, and vision.

Proclamation #9: We Will Address Issues of Money Early

The “money talk” used to terrify me. I’d tiptoe around budgets, trying to please everyone. Now, it’s one of the first conversations I have with potential clients. Discussing fees upfront not only sets clear expectations but also weeds out those who undervalue creative work.

Proclamation #11: We Will Charge More

This one hit hard. For years, I undervalued my work, competing on price instead of quality. Learning to charge more wasn’t just about money—it was about respecting my craft and the results I deliver. Premium pricing attracts premium clients who value what you bring to the table.

Major Assembly’s Takeaway

For Major Assembly, Win Without Pitching Manifesto has become more than a book; it’s a north star guiding how we work. It’s a reminder that as creatives, we’re not just order-takers; we’re partners, problem-solvers, and trusted advisors.

By embracing the manifesto’s principles, I’ve built a business that feels aligned, empowering, and profitable. It’s given me the confidence to stand tall, respect my expertise, and demand the same respect from clients.

Why Every Freelancer Needs This Book

This manifesto isn’t just for agencies or established businesses. It’s for anyone who’s tired of chasing clients, undervaluing their work, and feeling like a servant instead of a partner.

If you’re ready to:

• Say no to bad clients and yes to the right ones,
• Stop selling your time and start selling your value,
• Take control of your business instead of letting it control you,

Then this book is for you.

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Have you read Win Without Pitching Manifesto? How has it shaped your creative business? Share your thoughts in the comments or explore more strategies to elevate your freelance game in The Vault.