The most expensive mistake we made early on

Hi there,

As Wondrous moves into its next decade, I’ve found myself reflecting on the lessons that have shaped us.

Some are about growth.
Some are about cash flow.
And some are about who you choose to work with.

In this issue, I’m sharing one of the biggest shifts we’ve made over the last ten years — plus a testimonial from Sport 4 Life UK that shows what the right partnership looks like in practice.

Lessons from 10 years of building a business (so far)

Two: The wrong working style will cost you more than a low fee.

In the early days, you take the work.

You do not ask too many questions and tell yourself, this is momentum.

And when revenue matters, that makes sense.

But over time, you realise something.

Choosing clients is a bit like choosing a partner.

Chemistry wins you over at the start.
Alignment is what makes it last.

Alignment on how decisions are made.
On whether specialist advice is valued.
On whether payment terms are respected.

If those things are misaligned, it does not matter how exciting the project looks. You will pay for it in energy, time and rework.

Ten years in, here is what I know.

Revenue is important.
Cash flow is critical.
But alignment is everything.

Chemistry wins projects.
Alignment builds companies.

When alignment works

When the alignment is right, the work feels different.

Here’s how Sport 4 Life UK described working with us:

“It never felt like working with an agency. It always felt like an extension of the team.”

That line matters.

Because what they were looking for was not just design support. They had ambitious growth plans, limited internal resource and a clear desire to reach more beneficiaries and secure more partnerships.

They needed a partner who would:

• Understand their mission

• Challenge their thinking

• Add strategic value

• Be honest when something could be better

Not just deliver what was asked for.

One thing that stood out to me in their testimonial was this:

“The first question they always ask is how can we add value?”

That is the kind of relationship we now prioritise.

• Shared values

• Mutual respect

• Honest conversations

• Strategic thinking

Not a forced contract. Not a transactional supplier.

If you would like to hear the full story in their own words, you can watch the short testimonial video below.

Ten years in, we no longer try to be right for everyone.

We are at our best with ambitious organisations who value strategic thinking, welcome honest challenge and want a genuine partnership rather than a supplier relationship.

That is the standard we are building the next decade around.

Next month, I’ll be sharing a new podcast episode and the next lesson from ten years of building Wondrous.

Sally.