Back in the Business: Lessons, Losses & Creative Rebirth

What a tough year, personal growth, and hands-on design work taught me about leadership and alignment.

Back in the Lab: Lessons, Losses, and Real Growth

Hey everyone,

It’s been a minute—I know. I took a much-needed pause to live a little, make some changes, and really reflect on where I want this whole thing to go.

Last year taught me a lot—mostly about what doesn’t work. We saw some great wins at Crafted, but there were also plenty of hard lessons and real decisions that had to be made.

---

Stepping Back In: Lessons From Loss

One of the first tough calls I made? I stepped back into the role of Lead Designer.

We lost some profit last year due to hiring missteps—some folks weren’t fully respecting the work or logging time with integrity. Ultimately, I had to take full accountability for that. Not pointing fingers. Not making excuses. That’s the job when you’re a founder.

So I jumped back in—not out of frustration, but because I love being inside the business. The challenges, the creativity, the clarity that comes from doing the work again. And let’s be real—when you’ve been operating from the 30,000-foot view for too long, getting back in the mix gives you a whole new perspective.

It reenergized me. It sparked ideas. And it reminded me why I built this in the first place.

---

Some Highlights from 2022

Even with the bumps, we had a strong year:

🏆 Agency of the Month – Design Rush
🏅 Honorable Mention – Awwwards
🎖 Webflow Professional Partner of the Year 2022

I shared some of my reflections on the Webflow award here on Instagram. That day hit different—because what you don’t see is how much goes on behind the scenes. The grind, the sacrifices, the growth. What a run it’s been.

We also landed features in:

• Starter Story

• Shoutout LA

• Yahoo Finance

And when it came to client work, we mostly stayed close to our roots—working with repeat partners, small businesses, and a few big names like:

• Mom’s Meals (enterprise-level food distribution)

• Ghost Locomotive (if your car has driving assistance, you’ve probably used their tech)

Honestly, working directly with founders again was a breath of fresh air.

---

What I’m Most Proud Of: The Internal Work

This past year wasn’t just about business—it was about personal growth.

I’ve poured so much of myself into building for others that I finally had to stop and ask, “What about me?”

The answer? Peace.

Yes, financial stability helped—but more than that, I developed a healthier relationship with the internet, with money, and with my own expectations. I used to obsess over beating last year’s revenue. That kind of thinking kept me up at night. But eventually, I learned to trust the seasons:

• There’s a time to chase aggressively

• A time to feel uncertain

• A time to take Ls

• A time when the wins start stringing together

• A time to unlearn

• And a time to rest

I stopped forcing progress and built space for flow. And life? It got way better.

Now, money’s a tool—not the whole engine. The focus is on building something sustainable, grounded, and aligned with the kind of peace I want to feel every day.

---

Closing Thought

The biggest mindset shift for me this past year?

I’m willing to do whatever it takes to operate as my best self.
If that means removing something, adding something, or completely pivoting—I’ll do it.

This season is about alignment, intention, and building from a place of clarity.

Take care of yourselves.
More soon,
–Dexter