Most creative founders don't struggle because they lack talent. They struggle because they feel overwhelmed, unsure of their value, or disconnected from the direction they want to take. The advice they find online is often generic, focused on generic "growth hacks" and rigid systems, but rarely addresses the deeper question: who am I in my business, and how do I want to work?
This is why I always recommend an approach that flips the script: the person comes first, strategy follows.
My partner, Avieta Claessens, has built her entire consulting practice around this philosophy. After starting her career at Google and helping countless entrepreneurs find their path, she now specializes in creative business consulting for makers and small brands. She helps founders reconnect with themselves first, and then build a business that reflects their values, strengths, and natural way of working.
Creative entrepreneurs are wired differently. You don't fit into the typical "hustle and scale" narrative. You care deeply about the quality of your work, the relationships you build, and the impact you have. But you also struggle with decision fatigue, imposter syndrome, and the pressure to perform in ways that don't feel authentic.
Traditional business coaching often skips over this. It assumes everyone wants the same thing: more clients, faster revenue, more visibility at any cost. But for many creatives, growth without alignment leads to burnout, not success.
Avieta's approach is different. She knows that true growth starts with clarity, not just about business, but about who you are. She helps you honor both your creative work and your business goals, so you can stop choosing between them.
Through her specialized Creative Business Consulting, Avieta offers structured support that combines empathy with strategy. Whether you are a photographer, maker, artist, or small brand owner, she offers four distinct ways to work together:
1. Creative Clarity Sessions
For those who feel stuck or overwhelmed, these 90–120 minute deep dives (online or in-person) are designed to cut through the noise. Avieta helps you translate your personality and values into a clear, realistic direction. You leave feeling lighter, more confident, and ready to move forward.
2. Brand & Business Consulting
If you are ready for sustainable growth, this ongoing mentorship (ranging from 4-week intensives to 3-6 month partnerships) is where the real transformation happens. Together, you refine your positioning, offers, pricing, and client communication—not by following a formula, but by building trust in your own direction.
3. Visual & Web Support
Because a strong brand needs to be seen as well as felt, Avieta also offers thoughtful photography and website support. She creates digital spaces that reflect the quality of your work without the pressure of chasing trends. This ensures your online presence feels as authentic as your business philosophy.
4. Life & Business Retreats (Launching Soon)
For the ultimate reset, Avieta is launching intimate in-person retreats. These are small, curated experiences designed to help creative founders step out of their daily routines. Combining clarity sessions with nature, nourishing food, and meaningful connection, these retreats offer a safe space to slow down and reconnect with your purpose.
When you start with clarity about who you are and how you want to work, everything else becomes easier. Your messaging becomes clearer. Your offers make more sense. Your pricing feels more confident. You stop second-guessing every decision because you're working from a place of alignment, not comparison.
If you're a creative founder who's tired of generic advice and ready to build a business that actually feels like yours, I highly recommend exploring Avieta's work. Discover her full approach at her website. An introductory call is completely free, so why not start?
- Avieta Claessens
Celebrations, dream destinations, and unique explorations of each couple's connection with images that preserve legacy and memory.
I’d love to hear more about your upcoming adventure. Let's create something beautiful together.
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