Projects that let me sleep at night

Two years ago, I turned down an €85,000 project. The client was professional, the scope was clear and the timeline made sense. On paper, saying yes would have been the smart move.

But the work meant promoting products I didn't believe in, to audiences who deserved better. Accepting it would have meant months of making content that left the world slightly worse than I found it. So I said no. That moment changed how I choose projects, not as a feeling I have now and then, but as a structure I use every time.

The story I used to tell myself

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 the client's business model wasn't my responsibility.

That logic eventually fell apart. I wasn't responsible for their decisions, but I was responsible for my contribution to their success. My work amplified their message, their credibility and their reach. That is, quite literally, what I'm paid to do.

The lesson turned out to be simple: good sleep is worth more than extra revenue. If I can't be proud of a piece of work, or explain it comfortably to people I respect, it isn't worth doing. There's more on how I got here in The night I decided to leave everything behind.

Three questions every project has to pass

Every project now goes through the same filter:

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

If any answer is no, I pass. The size of the budget doesn't change that.

What I stay away from

Over time, the patterns became obvious. I avoid projects built on dishonest messaging, exaggerated claims or hidden problems. I avoid clients who see their audience as targets to be manipulated rather than people to be served. And I avoid organisations whose treatment of employees, customers or the environment clashes with how I want my work to function in the world.

Greenwashing is the clearest example, and I'm not the only one who has had enough of it. The European Commission found that 53% of green claims in the EU give vague, misleading or unfounded information. The EU has since adopted Directive (EU) 2024/825, and since 27 September 2026 generic claims like "green" or "environmentally friendly" are banned unless a company can show recognised excellent environmental performance. The work I started refusing on principle has become a legal risk as well.

What it costs, and what it returns

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 pool of clients is smaller.

But the trade-off is clear. When values align, collaboration is smoother, the work is better, and clients become long-term partners rather than transactions. Referrals improve, because people tend to refer others who think the same way. Most importantly, my energy has become sustainable. I can do better work for longer without burning out.

Why this is a business decision

Values alignment isn't idealism. It shows up directly in performance. When I believe in the objective, the strategy gets sharper, the enthusiasm shows in the work, the problem-solving goes deeper and the partnership lasts longer.

Audiences notice as well. In Edelman's 2025 special report on brand trust, trust came out as much of a purchase consideration as quality and price. If trust is what people are really buying, helping a brand earn it honestly is worth far more than helping it borrow it for a quarter.

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

A business worth running

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 I lose by being selective gets replaced by better opportunities, created by work I can stand behind.

Life is too short, and work takes up too much of it, to spend it on projects that make the world worse or with people you don't respect.

If you're looking for a partner who will be honest with you about the work, I'd like to hear what you're building. You can read more about how I work, see selected work, or book a 1-1.

— Joost