Do you feel like the initial passion, or even the “why,” of driving your business has started to shift? 

Or maybe you’ve noticed your entrepreneurial path taking you in unexpected directions? If so, you’re certainly not the first (or the last). 

But I wonder:

Have you ever considered that your business itself could be your most exciting creative project to date?

In this week’s client spotlight, I’d like to introduce you to my business coaching client, Jo Magliocco. She started as a scrappy web designer and now runs Nav Creative, a digital marketing and web design agency based in Eugene, Oregon.

Jo’s story shows us something pretty cool.

Being creative in business? It’s not limited to making amazing products or offering stellar services for your clients. 

Nope. 

It gets to be so much more… like getting creative with every single part of running your business (including the behind the scenes ops stuff creatives tend to shy away from)!

As you read Jo’s story, I hope you’ll ask yourself the question: “What if running my business felt like an act of creative expression?”

Who knows, maybe the business side of creative entrepreneurship doesn’t have to feel so scary after all…

Jo’s Roots

Jo’s creative business journey into the world of digital marketing and web design is equal parts unique and inspiring. 

Growing up in Silicon Valley, Jo was introduced to technology at a very young age. This early exposure, combined with her natural creativity, set the stage for her future career – though not in the way she ever expected.

After graduating from the University of Minnesota with a degree in parks and recreation (yes, she started out fully intending to be a park ranger!), Jo found herself working in a retail job to support her passion for the outdoors – a job she “absolutely hated.” 

This is when Jo’s entrepreneurial spirit really started to shine through. She began digging into the world of blogging and web design, teaching herself the skills that would later become the foundation of her business.

Jo’s entry into the world of digital marketing was, in her own words, “very much by accident.” She started by taking on odd jobs and small projects she found on Craigslist, which led her to unexpectedly stumble upon her talent for web design and branding. 

As her skills grew, so did her client base.

The real turning point came in 2019 when Squarespace launched its marketplace for designers. “I was inundated,” Jo remembers. “I was getting like 10 leads a day.” This sudden influx of work quickly propelled Jo from a freelancer to a business owner almost overnight.

A New Chapter

Jo soon realized if she was going to keep up with the volume of work, she’d need to pull in reinforcements. She outsourced her team, a crew of loyal friends (many from her high school days) who were willing to roll up their sleeves and work side-by-side with her.

“Around November of that year I was like, I need someone to do these [sales] calls,” Jo recalls. 

Her grassroots approach led to some unique situations, like renting the apartment next to hers as an office space and even having one team member live there during part of the COVID pandemic.

One day, Jo quite literally woke up to a full-blown accidental business! 

But as Jo’s business grew, she faced a common challenge: the shift from doing the work to leading a team. A REAL team. Suddenly she had all sorts of questions about her business like:

• How do I hire employees legally?
• What should I include in a job listing?
• How do I lead interviews?
• What questions should I be asking these candidates?
• How do I make a job offer? Do I write an email? Call them?
• How do I set up health insurance for my employees?
• What should our office hours be?
• How do I navigate employee training and onboarding?
• Which tasks should I delegate?
• How do I run effective meetings?

She knew she was ready for some help.

Business Coaching

This is where Jo and I started our work together.

As her business coach, I continue to have the privilege of helping Jo navigate these uncharted waters. Together, we’ve tackled each challenge one by one, translating corporate and entrepreneurial best practices into a framework that makes sense for her creative agency.

From our very first coaching session, all the way back in December of 2020, I knew Jo was different. 

Most clients understandably take time to implement changes, but not Jo. She comes to every single one of our regular calls with massive updates, completing every piece of “homework” I assign and then some. She’s the kind of person who goes ALL-in and acts QUICKLY! Once she has the right information and direction, she makes moves without hesitation and commits to getting things done. 

Each call brings new developments and achievements. 

My role over the past 4+ years (and counting) has been to help Jo push aside her uncertainty so she can do what she does best: take quick, aligned, and informed action. Over the years we have truly covered it all – from how to write job ads to running interviews, and even setting up health insurance and office hours.

What continues to strike me most is Jo’s ability to take the guidance I provide and run with it. She doesn’t just implement my suggestions; she adapts them to fit her unique business model, goals, team culture, and creative way of approaching things. 

Over the years Jo has realized that running a business and a team is a form of creativity in and of itself. From there, her role in her business has shifted in ways she never anticipated early on in her career.

Creativity in Unexpected Places

Jo’s transition from web designer to bird’s-eye-view leader taught her a really important lesson – creativity in her business didn’t have to be limited to design work or marketing strategies. 

It extends to:

1. Assembling a team of talented individuals who complement each other’s skills. Jo has found joy in bringing together a team that shares her vision, creativity, and work ethic.
   
   
2. Creating an environment and culture where people and creativity can thrive. Jo introduced unconventional perks to the workday like popcorn machines, kombucha on tap, and team adventures. Plus, her office has always been dog-friendly!
   
   
3. Finding innovative solutions to scaling and growth challenges. Jo’s approach to business strategy, pricing, service offerings, and even office hours (10 AM to 4 PM, because “I don’t want to work before nine and I don’t want to work past five”) is a prime example of both her creative problem-solving and desire to do things differently.
   
   
4. Inspiring and guiding others to achieve their best work. Jo still loves mentoring and supporting her team. This allows her to wear her CEO hat more, working on her business instead of working in it. 

Jo found new ways to be creative in her business. To her surprise, she loves the management side of things.

Above: Jo and her team posing for a silly holiday photo!

Today, she’s able to pour her creativity into building a dream workspace for other creatives while pursuing her own passion projects (spoiler: there’s a brick and mortar pet store in her future).

Your ‘Why’ Can (and Should) Change

“I’m doing very little [traditional] creative work now,” Jo admits. “But I like being able to have oversight and help the team and give direction. I don’t miss doing the nuts and bolts of creative work, actually.”

This new chapter in Jo’s business is proof that creativity can be found in the most uncreative-seeming places. Like, say, writing an employee handbook. Or scouting out new office locations. Or figuring out your tech stack.

Turns out, building a successful business that people love working for is a form of creativity!

While Jo started as a hands-on web designer, her business and goals look very different today. She built her vision, her team, and her clients’ websites through pure scrappiness, talent, and resourcefulness.

She realized that her role had evolved from hands-on designer to visionary leader. 

“I’m not doing this because it makes me money or is the best thing for me creatively,” Jo explains. “I’m doing it for the people that I brought in that I’ve met and that I care about so much. They are my team.”

Your evolving ‘why’ isn’t a detour – it’s the main road to sustainable success.

Jo’s Advice

So, what does Jo want creative business owners like you to know? 

Here’s what she said:

“Always keep what you want for yourself in mind when you’re making decisions,” Jo says. “Trust that this will lead you to the right people.”

She also thinks getting help is key: “Finding someone to work with one-on-one was really important for me.”

And don’t give up too soon. Jo adds, “It’s always worth seeing it through if you’re making money.”

Jo’s story is a perfect example of how your business can (and should) evolve as you grow. With the right mindset and help, you can build a business you love, even when what you want changes.

So, what’s next for your creative business? How will you make it your own work of art?

Connect with Jo

Inspired by Jo’s journey? Here’s how you can keep up with her latest adventures at Nav Creative:

Website: navnwcreative.com

Instagram: @navcreative

Be sure to explore NAV Creative’s blog here where Jo and her team regularly share free tips about branding, websites, marketing, and much more (like their adorable pets)!