By Joost Narraina, Strategic Creative Director
Two years ago, I turned down a €85,000 project.
The client wanted help promoting products I didn't believe in to audiences who deserved better. The work would have been profitable, the team was professional, and the timeline was reasonable.
But I knew I'd spend months creating content that made the world slightly worse instead of better.
So I said no.
Learning to choose projects based on values alignment rather than just financial opportunity became one of the most important business decisions I've made.
Early in my career, I took every project that paid well. A client wanted content promoting questionable health claims. Another needed help making environmental damage look like progress.
I told myself: "It's just work. I'm not responsible for their business model."
But I was responsible for my contribution to their success.
The breakthrough came when I realized that good sleep is worth more than extra revenue. If I can't feel proud of the work or excited to show it to friends, it's not worth doing regardless of the payment.
Now every potential project goes through three questions:
1. Does this make the world better or worse? Not perfect, but directionally positive. Does this help people solve real problems or create fake ones?
2. Can I be proud of this work? Would I want this in my portfolio forever? Would I be excited to tell friends and family about it?
3. Do I respect the people involved? Are the clients honest about their objectives? Do they treat their customers and employees well?
If any answer is no, I pass regardless of the financial opportunity.
Projects that require dishonest messaging Clients who want to hide problems instead of solve them. Marketing that makes false or misleading claims. Content that promises results the product can't deliver.
Work for people who disrespect their audiences Clients who talk about customers as marks to be manipulated rather than people to serve. Strategies focused on exploitation rather than value creation.
Companies with values misalignment Organizations whose approach to employees, environment, or community conflicts with how I want to impact the world.
Being selective costs money in the short term:
Lost revenue from declined projects: Approximately €150,000 over two years Longer sales cycles: Values alignment takes time to assess properly Smaller client pool: Eliminating options reduces total opportunities
But the long-term benefits far outweigh short-term costs.
Better client relationships: When values align, collaboration is smoother and more productive. Clients become partners instead of just revenue sources.
Higher quality work: When I believe in the project objectives, creative work improves dramatically. Authentic enthusiasm shows in every deliverable.
Stronger referrals: Clients who share your values refer others who share those values. The referral network becomes self-reinforcing.
Personal energy improvement: Work that aligns with values energizes rather than drains. I can sustain higher performance over longer periods.
Reputation enhancement: Being selective builds reputation for quality and integrity that attracts better opportunities.
Values alignment affects every aspect of project quality:
Creative strategy development: When I believe in the business objectives, strategic thinking is sharper and more innovative.
Content creation: Authentic enthusiasm for the client's mission shows in content quality and audience engagement.
Problem-solving: Values alignment enables deeper investment in finding solutions that serve client objectives effectively.
Long-term partnership: Shared values create foundation for ongoing strategic collaboration rather than transactional project relationships.
Discovery call focus: I spend significant time understanding business model, values, and treatment of customers and employees before discussing project specifics.
Reference checking: I research company reputation, customer reviews, and employee satisfaction to understand organizational culture.
Gut check: After gathering information, I evaluate how I feel about contributing to their success and whether I'd be proud of the association.
"What problem does your product or service actually solve for people?"
"How do you measure success beyond revenue metrics?"
"What would you want your customers to say about their experience with your company?"
"How do you ensure your employees feel valued and respected?"
Their answers reveal values alignment better than any proposal or contract.
Perfect values alignment isn't always possible. Sometimes I work with organizations that have mixed impact if:
The specific project creates genuine value for people The client demonstrates commitment to improvement My work can contribute to positive change within the organization
The key is ensuring my contribution pushes things in a positive direction rather than enabling harmful practices.
Contrary to common belief, being selective about values alignment improves rather than hurts business performance:
Client satisfaction increases: Values-aligned projects produce better results because of higher personal investment and authentic enthusiasm.
Referral quality improves: Clients who share your values refer others who share those values, creating a self-reinforcing cycle of good fit opportunities.
Work quality enhances: Authentic belief in project objectives shows in creative work quality and strategic thinking depth.
Personal sustainability increases: Work that aligns with values sustains energy rather than depleting it, enabling higher performance over longer periods.
Most strategic creative directors compete on capability and price. Competing on values alignment creates different advantages:
Unique positioning: Values-based selection differentiates you from competitors who take any paying project.
Quality improvement: Better work results when personal values align with project objectives.
Client loyalty: Values-aligned clients stay longer and refer more frequently than transactional relationships.
Personal satisfaction: Enjoying your work improves performance and creates sustainable competitive advantages.
Define your values clearly: Write down what matters to you and what kind of impact you want to have through your work.
Develop assessment questions: Create specific questions that reveal whether potential projects align with your values.
Build financial buffer: Save enough to afford being selective rather than taking every project for financial survival.
Communicate values publicly: Share your values and selection criteria so appropriate clients can find you while inappropriate ones self-select out.
Values-based project selection is an investment in long-term business sustainability and personal fulfillment.
Short-term revenue sacrifice creates long-term competitive advantages through better client relationships, higher quality work, and personal energy sustainability.
Some weeks I turn down more projects than I accept. This feels expensive until I consider the alternative: spending months on work that drains energy and produces mediocre results.
The projects I do accept become opportunities for exceptional work that builds reputation, creates satisfied clients, and generates strong referrals.
Values alignment affects work quality regardless of industry or role. When personal values conflict with work requirements, performance suffers and sustainability decreases.
The professionals who build the strongest reputations and most sustainable businesses are those who find ways to align personal values with professional activities.
Choosing projects that let me sleep well at night isn't just about personal comfort. It's a strategic business decision that improves work quality, client relationships, and long-term success.
The best business advice I can give: Build financial capacity to be selective, then use that selectivity to work only with people and projects that align with your values.
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.
The revenue you lose from being selective gets replaced by better opportunities that come from doing exceptional work with people who share your values.
Stay great,
Joost
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