From Passion to Profit: A Hard-Earned Lesson on Business Strategy for Creatives

Word count: 1,575

Read time: 7-10 minutes

by Shamelle Reveter

From Passion to Profit: A Hard-Earned Lesson on Business Strategy for Creatives

As a serial entrepreneur with over 25 years of experience in both the business world and entertainment industry, I’ve had my share of ups and downs. But recently, I had to face one of the hardest moments of my career: my business was hemorrhaging cash.

I’m sharing this story because, after years of working with celebrities, small business owners, and especially performing artists, I realized there’s a major disconnect between running a business from a passion standpoint and running it from a business standpoint. I had built my business with passion, but I wasn’t paying attention to the numbers—something many artists and creatives struggle with.

How could I have gotten here after all my years of growth? How could I be so disconnected from the cash flow I’d worked so hard to build? I’ll tell you: it’s easy to get lost in the hustle and grind, thinking that success is about being constantly busy, constantly giving, constantly hustling. But the truth is, if you don’t take a step back and look at your business from an operational perspective, you’re setting yourself up for failure.

The Wake-Up Call

I found myself exhausted, confused, and honestly a bit scared. I was at a crossroads. The company had been growing, but the cash flow wasn’t adding up. I had a team I was supporting, clients I was serving, and yet I couldn’t make ends meet. How had I gotten here? After all, I was a seasoned entrepreneur—someone who’d helped countless clients build their own 6- and 7-figure businesses. It was time for some real self-reflection.

I took a deep breath and started asking myself the hard questions:

• How did I end up here?

• What’s working, and what’s not?

• How can I help my clients build wealth while I’m sinking in debt?

The answer, though painful, was clear: I had become so wrapped up in my passion for helping others that I was neglecting my own business fundamentals. I was giving away too much for free, accepting clients who weren’t a good fit, and not valuing my time or services properly. I was operating from my heart, not my head. And that was a dangerous mistake.

The Realization

The truth hit hard. I had fallen into the trap of over-delivering without considering the value of what I was offering. While I was helping clients build their 6- and 7-figure businesses, I was literally overworking myself and making all the wrong financial decisions. I wasn’t charging enough for the value I brought, and the industry standards had long since passed me by.

It was time to stop feeling sorry for myself and to get back to basics.

I’ve been here before—stuck in the day-to-day grind of running a business without thinking about the bigger picture. I had built my company from 5 to 6 figures in just under four years—without any capital, without any marketing, without any major products or services. But without a proper marketing strategy and a clear vision for the future, my progress came to a screeching halt.

The Pivot: Moving from Survival Mode to Strategy

I realized I needed to take my own medicine. I had the tools and strategies I’d used to help so many others—why wasn’t I applying them to myself? I’ve helped countless people understand the importance of business planning, goal-setting, and financial management. Now it was time to do that for myself.

One of the biggest aha moments came when I took a hard look at my rates. For the services we were offering, we were charging barely 5% of what the industry standard was. You read that right: 95% lower than what we should’ve been charging for our competitive services. That was a wake-up call.

I had spent too much time focusing on the emotional side of my business—the passion, the relationships, the creativity—while neglecting the cold, hard business metrics that actually keep the doors open.

The Fear Factor

I’ll be honest with you: I was terrified. Raising my rates, delegating responsibilities, and focusing on marketing—these weren’t easy decisions. But the most dangerous thing was the fear I had of upsetting my clients. I didn’t want to be the bad guy. I didn’t want to lose people I had worked so hard to build relationships with. But fear had been holding me back for far too long.

I realized I couldn’t afford to let fear control my business. I needed to confront my fears head-on and make the changes that would ensure my company’s survival and growth.

The Shift: Getting Back on Track

So, I made the decision to pivot. I sat down with each of my clients, explained the changes, and raised my rates. And guess what? They understood. They knew the value I was bringing, and they were willing to pay for it. I also created new policies, restructured my services, and began investing in marketing—something I had neglected for too long.

For those of you in the entertainment industry or creative fields, you need to realize one thing: if you’re not marketing your business, you’re not going to grow. You can’t rely on just your talent or relationships anymore. You have to be visible, and that means putting yourself out there. I know, it feels awkward. But trust me, it’s worth it.

The Secret to Business Success: Profit-First Budgeting

Now, let’s talk about the real game-changer: budgeting. In my 25 years of experience, I’ve never found a strategy that works better for keeping your business on track than the 80/20 rule. Here’s the breakdown:

• 80% of your revenue goes towards your expenses

• 20% is your profit margin. Always.

I made the mistake of neglecting this in my own business, but I’m back on track now, ensuring cash flow is at the forefront. I’m focused on profitability, and I’ve refined this strategy to ensure my clients and I always stay ahead.

If you want to dive deeper into this strategy, because it does not just stop at the 80/20 rule. I’ve put together a Trainlet™, called FROM BROKE TO PROFIT, 4 Practical Steps Every Entrepreneur Can Use to Build a Profitable Business with detailed steps on how you can implement this for your business, all the formulas are on the inside. Banks and investors love seeing this kind of structure.

Take control of your business. Face your fears. Get back to basics, and make sure your passion fuels profit instead of draining it.

I hope this story resonates with you, and I challenge you to take a hard look at your own business. What are you neglecting? What changes do you need to make? There’s no shame in learning from your mistakes, but there is power in using those lessons to move forward.

Let’s build businesses that last—not just survive.

Shamelle Reveter

President, GYSIO Business & Bookkeeping

Empowering Creatives with Business Mastery in the Entertainment Industry

For personalized business and bookkeeping advice, visit gysio.org or reach out directly at info@gysio.org.