When things have to end.

I recently decided not to renew a contract I had with a client for 7 years. We started working together when they were just launching their business, and over time, we all transformed—me, the founders, and the business—for the better. We always worked well together, trusted each other, and in those 7 years, we tripled the size of the business and helped the brand serve around 10,000 clients.

So, you might be wondering… Why didn’t I renew the contract?

Even though everything seemed fine, our paths began to go in different directions. For a long time, I was planning their social media content, which isn’t something I’m really passionate about doing as a service for clients anymore—especially when who will execute doesn’t fully understand your vision (and that’s okay; we are all have different references and ways of seeing things). But I kept doing it because I believed in the brand. If I didn’t care about it, I wouldn’t have taken on that kind of project—it would’ve just frustrated me.

Over time, I realized that the excitement I once had for the work wasn’t there anymore, even though the trust and relationship were still strong. It’s not that anything went wrong; it’s just that I’ve learned I need to focus on projects that truly excite me and make me feel fulfilled. Sometimes, even when a business is great, it reaches a point where it’s no longer aligned with where you want to go. So, while I still respect the company and the people behind it, I knew it was time to move on and focus on new projects that inspire me. And that’s when most creative people struggle to let go.

We often hold on because we’re afraid of the unknown or worried about losing what we’ve built. But letting go of clients or projects that no longer excite you is actually a sign of trust in yourself and your abilities. You’re telling yourself, “I believe I can create something even better”.

Here are a few signs that it might be time to let go of a project or client:

• Loss of excitement and motivation.

• Feeling stuck or stagnant.

• Frustration or resentment builds up.

• Creative burnout or lack of new ideas.

• Emotional disconnection from the work.

Holding on to something just because it’s comfortable or familiar can hold you back from reaching your full creative potential. Make room for something that fits where you are now.

If you’re thinking about letting go of a project or client, here are three questions to ask yourself:

1. Does this work still excite and inspire me?
   If the passion that once drove you is gone, it might be a sign you’ve outgrown the project and it’s time to seek new creative challenges.

2. Am I holding onto this out of comfort or fear of the unknown?
   Be honest with yourself. Are you staying because it feels safe, or is it still helping you grow?

3. Is this project aligned with where I want to go next?
   Consider whether this work is helping you move toward your long-term goals. If it’s no longer aligned with your vision, it might be time to make space for something that is.

Letting go can be hard, but it’s often the first step toward something even more exciting and fulfilling. In other words, your dream creative future.