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PASSION to PROFIT

Philippa Craddock
PASSION to PROFIT
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  • 085.THE ENTREPRENEUR IDENTITY CRISIS: OWNING YOUR CREATIVE BUSINESS WITH CONFIDENCE
    Do you ever feel like you're "playing" at being a business owner, even while running a legitimate, successful creative business? In this episode, we delve into the entrepreneur identity crisis so many creatives face, that disconnect between doing the work and fully owning the title of business owner. We explore how creative entrepreneurs can bridge the gap between their craft and their CEO mindset, without compromising their values or individuality. You'll hear practical shifts around mindset, language, boundaries, systems, and environment that will help reinforce your identity as a confident, capable business owner. This episode isn't about becoming more corporate. it's about recognising that your creative approach is your biggest business asset. If you've ever struggled with imposter syndrome, undercharging, or hesitation around owning your success, this is the permission slip and strategy session you need.   Key Moments: [00:00] Introduction to the entrepreneur identity crisis many creative business owners experience [01:45] The story of a brand designer who still feels like she's "playing at being a business owner" [03:08] Exploring the gap between what we're doing (running businesses) and how we see ourselves [04:22] The mental image of what a "proper" entrepreneur looks like and why it doesn't fit creatives [06:02] The hidden costs of the creative-business identity disconnect [07:36] Research from IBM and McKinsey on creativity as a key factor for business success - Creativity officially a superpower in business, not a disadvantage [08:26] How creative thinking provides unique advantages in business problem-solving [12:04] The importance of intentional language in how we describe ourselves and our work [14:45] Creating clear boundaries around your work while maintaining creative flexibility [16:57] Implementing simple systems that support creativity rather than hindering it  [18:15] How your physical workspace impacts your business identity [19:34] Why your business is legitimate regardless of its size or location [22:11] Creating a ‘professional container’ for your creative work that enhances rather than diminishes it [24:55] The confidence shift that happens when you fully embrace your creative business identity    Notable Quotes: "What if instead of trying to fit our creative businesses into traditional business models, we recognised that our creative approach is exactly what gives us an edge?" "Your creative perspective isn't something to overcome – it's your greatest business strength. When you fully embrace that truth, the identity gap begins to close, not because you've changed who you are, but because you've recognised the value of who you've always been."   Resources Mentioned: Read the full journal post Ref: Creative Industries Federation research on creative business identities Ref: IBM global survey on creativity in business Ref: McKinsey research on creative capabilities and business performance Website: www.philippacraddock.com Email: [email protected]   Share Your Insights: I'd love to hear how you balance your creative and business identities. What has helped you embrace your role as a creative entrepreneur? Share your experiences with me over on Instagram – I'm genuinely interested in your journey and insights on this topic.   Never Miss an Episode: Subscribe to my weekly newsletter for behind-the-scenes insights into running a creative business. Be the first to receive access to new content and resources. It's where I share my most thoughtful observations about building a business that feels naturally aligned with your expertise.
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  • 084: WHAT'S REALLY HOLDING US BACK: PERFECTIONISM, FEAR OF JUDGEMENT, AND WHY OUR WORK MATTERS
    In this episode we tackle the hidden saboteurs of creative success: perfectionism, fear of judgment, and the nagging feeling your work isn't interesting enough. Inspired by conversations and DMs with so many of you, we explore how these barriers often masquerade as professionalism, preventing us from sharing the "ordinary" aspects of our creative process that our audience truly craves. What seems mundane to many of us holds truely impactful and unique value for others, showcasing our expertise and importantly justifying our pricing. I share practical tips on how to reframe your understanding of "professional," prioritise authenticity, and share your journey (imperfections and all!) to connect with your audience and unlock genuine business growth. It's time to stop striving for perfect and start embracing your authentic creative self!   Key Moments: [01:45] The unexpected insights from all the received messages to episode 081 about Instagram [03:24] The three common barriers consistently holding creative entrepreneurs back [05:10] How perfectionism masquerades as professional standards and attention to detail [06:39] My personal experience with podcast creation and moving towards YouTube [10:05] The hidden costs of perfectionism in your business beyond just social media [16:51] Research on authenticity and why 90% of consumers prioritise it when choosing brands [18:45] Why what seems ordinary to you is often fascinating to others [19:16] The "curse of knowledge" and how it affects our perception of our own expertise [23:27] Reframing what "professional" really means beyond perfection [27:18] Practical questions to ask instead of "Is this perfect enough?" [28:11] Using Instagram carousels to reduce the pressure of perfection [31:32] Strategies for sharing authentically even when feeling vulnerable [34:49] How showing up more authentically online translates to other areas of your business [36:59] Finding approaches that align with how you naturally work and communicate   Notable Quotes: "The gap between what we're willing to share and what our audience actually wants to see – that's where these inner barriers are costing us the most." "When we only share the most polished, perfect versions of our creative process, we're reinforcing to ourselves that only certain parts of our work and story are valuable."   Resources Mentioned: Read: This Week's Journal Post  Read: Metricool's 2024 Social Media Report Ref: Stackla survey on consumer authenticity preferences Episode 081: What's Actually Working on Instagram in 2025 Website: www.philippacraddock.com Email: [email protected]   Share Your Insights: I'd love to hear what's been holding you back from sharing more behind the scenes content, not just on Instagram but in your business as a whole. Share your thoughts with me over on Instagram – however old this episode, I read every message and love to continue conversations as many of these form the basis of new content... Never Miss an Episode: Subscribe to my weekly newsletter for behind-the-scenes insights, be the first to know about new offerings, receive exclusive resources, and join a community of creative entrepreneurs building sustainable, profitable businesses without the burnout.  
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  • 083. SUPPORTING CREATIVE BUSINESSES IN 2025: YOUR UNIQUE STRENGTHS
    Have you ever wondered if there's a better way to run your creative business - one that feels less exhausting and more aligned with who you truly are? After speaking with hundreds of you creative entrepreneurs out there, in many different fields, I've noticed a very common thread: the most successful creative businesses aren't built on following industry rules or pushing through limitations. They're built around the owner's natural strengths. In this episode, I'm very excitingly unveiling a new comprehensive support system I've been developing behind the scenes to help creative business owners uncover their unique strengths and turn them into a profitable business that's authentically yours.   Key Moments: [00:00] Introduction to finding out what I have been pouring my heart into for the last 12 months [01:58] Reflection on last week’s concept of building a business around your exceptional strengths [04:36] The common challenges faced by creative entrepreneurs who aren't aligned with their strengths [06:29] My personal journey from kitchen table to seven-figure creative business [10:38] Introduction to the three-tier support system launching in 2025 [11:02] 1. The Value Pop: Day-to-Day Handbook for Today's Creative Entrepreneur [13:13] 2. The Bright Line: A program focusing on value-based pricing [14:57] 3. The Colour Lab: A fully comprehensive program with community support [18:43] Why this approach differs from other business programs [19:52] Real transformation stories from creative entrepreneurs [26:31] My personal mission and work with my own mentor [28:28] Plans for a potential YouTube channel [29:22] Closing thoughts and invitation to join the waitlist   Notable Quotes: "When your business isn't aligned with what you do best, it feels like an uphill battle —long hours, pricing struggles, constantly looking at others for answers." "Most business advice starts with strategies, tactics, or one-size-fits-all blueprints. But I've seen time and again that these approaches often fail creative entrepreneurs."   Resources Mentioned: Read: This Week's Journal Post Last week's Episode:  082. Finding Your Exceptional Strength: The Key To An Unstoppable Creative Business Handbook: The Value Pop Handbook  Program: The Bright Line Program  Program: The Colour Lab Program Website: www.philippacraddock.com Email: [email protected]   Share Your Insights: I would genuinely love to hear your thoughts on this episode and the upcoming programes. What you have to say really matters as many of our conversations go on to shape future content, so please do pop over to Instagram and send me a DM.   Never Miss an Episode:  Subscribe to the weekly newsletter to be the first to hear what is coming next!
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  • 082. DISCOVERING YOUR EXCEPTIONAL STRENGTHS: THE KEY TO AN UNSTOPPABLE CREATIVE BUSINESS
    Think for a moment... What is your greatest strength as a creative entrepreneur? So many creative business owners unknowingly undervalue their natural abilities, often focusing instead on areas that overwhelm and drain them. However when you lean into what truly sets you apart, everything can shift - your confidence, your pricing, and your ability to attract the right clients. In this episode, I’ll help you identify your personal strengths, many of which hide in plain sight and share stories of creatives who’ve transformed their businesses by embracing what they do best. If you've ever felt stuck, wished you could charge more but didn’t feel you could justify it, or you’re just tired of constantly pushing against the tide, this episode will give you a whole new perspective.   Key Moments: [02:09] The mission behind my website strap-line "Build an exceptional creative business by doing what you do best" [03:53] Why most creative businesses aren't fully aligned with their genuine strengths [06:19] My experience rising to the top of my industry while being "pretty normal" [09:43] The textile artist who transformed her business by focusing on her natural strengths [11:43] How a brand designer overcame pricing difficulties by recognising her unique abilities [13:50] Our family's story of helping our daughter discover confidence through natural strengths [21:00] The transformative pattern seen in businesses built around exceptional strengths [31:37] Why we often overlook our most valuable natural abilities [36:25] How small shifts toward alignment can create unstoppable momentum   Notable Quotes: "Success comes more easily when you build around what already comes naturally to you. It's not about forcing yourself to develop in areas where you're weak. It's about creating a business structure that amplifies what you're already naturally brilliant at." "The things that come most naturally to us often feel too basic to value. This is one of the great paradoxes of exceptional strength – the easier something is for you, the more likely you are to dismiss its significance."   Resources Mentioned: Read :This Week's Journal Post Website: www.philippacraddock.com Email: [email protected]   Share Your Insights: I'd love to hear what insights this episode has sparked about your natural abilities. Please message me on Instagram - I genuinely read every response, and many of your comments and our subsequant conversations shape future episodes.   Never Miss an Episode: Subscribe to our weekly newsletter for exclusive insights, early access to new offerings, and thoughtful approaches to building your creative business. Each week, I share practical ideas that help you recognise your expertise and build sustainable success.
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  • 081. WHAT'S REALLY WORKING ON INSTAGRAM IN 2025
    What if everything you've been told about Instagram strategy for the past year is actually wrong? In this episode, I share surprising new research that completely contradicts the "Reels and video first" approach many of us feel we should be focussed on. The data reveals a dramatic shift in what's now actually driving reach and engagement for creative businesses in 2025 - and it's not what most experts have been advising. This shift will come as a welcome relief to many creative entrepreneurs who've been struggling with constant video creation despite it not feeling natural to their business. If you've been feeling overwhelmed by making video content to feed the instgram algorithm, these evidence-based findings will help you develop a far more natural, sustainable and ultimately more enjoyable approach. I also share how niche focus, valuable content, and strategic calls to action can save you hours while improving your results... A must-hear podcast for creatives in 2025.   Key Moments: [04:16] The truth about Instagram's latest algorithm shift: Why everything you thought you knew about content performance is changing dramatically in 2025. [07:11] The secret to captivating your audience: How a recently expanded Instagram feature can transform your storytelling and boost engagement naturally. [13:38] Finding your niche focus: Discover how narrowing your target audience can speed up your account growth, regardless of your current follower numbers. [17:17] Cracking the content code: The "formula approach" used by top-performing accounts to create consistent engagement without constant reinvention. [21:37] How to conduct a quick content audit: Uncover what's truly working for your Instagram account and what may need a refresh. [23:15] Hook your audience from the start: Crafting compelling content that captures attention immediately and encourages meaningful interaction. [26:03] The power of small changes: How making subtle, sustainable adjustments to your Instagram strategy can lead to transformative results over time.   Notable Quotes: "The platform seems to be rewarding different types of content again, which excitingly for us creatives, means we can focus more on the formats that align with our natural strengths and creative processes." "Narrowing your focus always expands your impact. It's about finding a good balance between where you can provide exceptional value to a specific audience rather than general content."   Resources: Read: This Week's Journal Post Read: Metricool's 2024 Social Media Report Website: www.philippacraddock.com Email: [email protected]   Share Your Insights: I'd love to hear what's currently working for you on instagram. Has your experience matched what the data is showing? Please do send me a DM on Instagram - however old this episode is, I genuinely read every message and am curious about your experiences.   Never Miss an Episode: Subscribe to my weekly newsletter for behind-the-scenes insights, early access to new episodes, and exclusive resources to help you grow your creative business with less effort and more joy!
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About PASSION to PROFIT

Welcome to Passion to Profit, the business podcast for creative entrepreneurs ready to build a profitable, sustainable business. Your host, Philippa Craddock, believes the most successful businesses are built by recognising and embracing what you’re naturally brilliant at. Having grown her own design business from the kitchen table to a seven-figure global brand, she now helps creative business owners build energising, thriving businesses that truly value their time and expertise. Each week, Philippa shares practical, jargon-free advice on pricing, marketing, mindset, and growth, helping you charge what you're worth, show up with confidence, and build a business around your strengths, without the burnout. If you're ready to turn your passion into real profit, you're in the right place.
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