This year, Barefruit Marketing turns 13. That’s 13 years of working with incredible people and brands, learning what works (and what doesn’t), and building a business that feels aligned with who we are.
But really, this isn’t just about the last 13 years. I’ve spent over 30 years in the marketing world in the UK and Australia, and I’ve seen the great, the good, the bad, and the really fugly. So, here are 13 no-BS lessons I’ve learnt from running Barefruit, and three decades in the industry. Take them, tweak them, ignore them - but they’ve served me alright.
- Not every client is a good fit
Trust your gut. If it doesn’t feel right, it probably isn’t. And this goes for staff, too. We learnt this the hard way about three years in, when we ignored our values and chased the dollar signs. Big client? Yep. Big a-hole? Also yep. So we walked away - we didn’t build Barefruit to work with a-holes. Trust it, learn from it and it will make you stronger.
- Clarity and simplicity - less is more
No one wants a confusing brief, a vague deadline, or a target market that’s ‘everyone’. Be clear, be specific, be realistic. Most of the time, it’s just common sense (not rocket science).
- Look after your people
An agency is only as good as its team. Barefruit is the team. When your people feel supported, respected and valued, the work speaks for itself.
- Learn to say no
Still my hardest word. I’m an empath and want to help everyone. But as Evan (husband/business partner/keeper of common sense) regularly reminds me: “It’s your time, your energy, your reputation. Protect it.”
- Don’t overthink it
Something I have struggled with is overthinking. This comes back to trusting your instinct. Overthinking slows you down, as does always striving for perfection. Often ‘done’ is better than a ‘perfect’ that stressed everyone to the eyeballs and almost missed the deadline.
- Own your mistakes
We’re only human. Our business is run by humans, for humans, and we all stuff up. I’ve always believed honesty is the best policy, and our clients know they will always get our honest opinion. If you make a booboo, own it - don’t come with a problem, come with a solution, and then everyone can move on. People will respect you more if you’re a genuinely honest human (and we can all spot a fake).
- Stay curious
One of our core values. The best ideas come from having an open mind and not being afraid to ask curly questions. Some of the craziest ideas have become award-winning campaigns.
- Celebrate the wins
Even the little weeny ones. Especially the little weeny ones! They all add up - and celebrating is fun!
- Protect your boundaries
Work is important, but so is life, and sometimes those lines get blurred. Try to set some rules and non-negotiables. Exercise keeps me sane, and I train first thing in the morning. It’s rare I will agree to a meeting before 9am – unless there are eggs involved 😉
- Don’t take yourself too seriously
Seriously, don’t. At the end of the day, we’re talking about marketing, not life-saving surgery, (thank goodness). Even on those tough, busy days, a sense of humour and a good laugh will make it easier.
- Relationships are everything
Clients, suppliers, your team, your mates, your fam - nurture them all. People matter.
- Give back
Evan and I both sit on charity boards, and as an agency, we do as much pro bono and discounted charity work as we can (while still paying the bills). It’s good for us, our team, our community, and our families.
None of us are going to change the world alone - but we can absolutely change someone’s life for the better. Doing good things is good for the soul.
- Have fun
If you’re not enjoying the ride, you might need to rethink the route. Life is short and one of the best things anyone ever said to me (other than trust your gut) is ‘work to live, not live to work’ - so go out there, work bloody hard and play bloody harder.
We’d love to hear your no-BS lessons in business or life. Flick us an email, or let’s catch up over a cuppa. Let’s keep learning (and laughing) together.