Projects that let me sleep at night

‍The lesson behind the decision

Earlier in my career, I took every project that paid well. Some required questionable claims. Others dressed up environmental or ethical problems as progress. I told myself it was “just work” and that I wasn’t responsible for the business model.

That logic eventually collapsed.

While I wasn’t responsible for their decisions, I was responsible for my contribution to their success. My work amplified their message, credibility, and reach.

The real insight was simple: good sleep is worth more than extra revenue. If I can’t feel proud of the work or explain it comfortably to people I respect, it isn’t worth doing.

The filter I now use

Every project now goes through three questions:

1. Does this move things in a positive direction?
   Not perfect, but directionally better. Does it solve real problems rather than create artificial ones?
2. Can I stand behind this work long-term?
   Would I want it in my portfolio in five years? Would I talk about it openly?
3. Do I respect the people involved?
   Are they honest about what they’re doing, and do they treat customers and employees with respect?

If any answer is no, I pass. Budget doesn’t change that.

What I actively avoid

Over time, patterns became obvious.

I avoid projects that rely on dishonest messaging, exaggerated claims, or hiding real problems. I avoid clients who see audiences as targets to be manipulated rather than people to be served. And I avoid organizations whose treatment of employees, customers, or the environment conflicts with how I want my work to function in the world.

The cost, and the return

Being selective costs money in the short term. Over two years, I turned down roughly €150,000 in potential revenue. Sales cycles are longer, and the client pool is smaller.

But the trade-off is clear.

When values align, collaboration is smoother, the work is better, and clients become long-term partners instead of transactions. Referrals improve because people refer others who think the same way. Most importantly, energy becomes sustainable. I can do better work for longer without burning out.

Why this is a business decision

Values alignment isn’t idealism. It directly affects performance.

Belief in the objective sharpens strategy. Genuine enthusiasm shows in the work. Problem-solving goes deeper. Partnerships last longer.

Most creative professionals compete on skill and price. Competing on values creates a different advantage: better work, better clients, and a reputation that compounds over time.

The bottom line

Choosing projects that let me sleep at night isn’t about comfort. It’s about building a business that’s sustainable, effective, and worth running.

The revenue lost by being selective gets replaced by better opportunities created through aligned, high-quality work.

Life is too short, and work takes too much time, to spend either on projects that make the world worse or with people you don’t respect.

Stay great,
Joost