Sweet Sixteen: Some things I’ve never said out loud about running Creative Boom

Building something that lasts sixteen years teaches you a lot… about people, power, ego, and kindness. These are the lessons that have stayed with me, and why I feel like I’m only just getting started.

If you’re expecting the usual polished reflections, brace yourself. After 16 years of running Creative Boom, I think it’s high time I shared a few things I’ve never dared say out loud.

Don’t worry. I won’t be naming names. And I certainly won’t be petty. This isn’t a takedown. It’s just a little truth from someone who’s been around long enough to see the best (and worst) of the creative industries.

Because here’s the thing: this world has shaped me, supported me… challenged and inspired me in equal measure. And while I’m endlessly grateful, I’ve also learned a few important lessons along the way. Some of which I’ll attempt to articulate now.

The ones with talent are usually the kindest

They know how to play the game: the politics, the unspoken rules, the delicate dance of hierarchy. But more often than not, the big names are genuinely lovely people. They’re thoughtful, generous, and grounded.

I’ve interviewed many over the years, and I’m still blown away by how often they say yes, even when Creative Boom was just a little blog. Even when there was nothing in it for them. That humility and willingness to pay it forward… it stays with you.

It’s a quiet reminder that success doesn’t have to harden you or make you bitter. In fact, the ones who’ve really made it never forget what it felt like in those early days. And they show up for others, because someone once did the same for them.

Not everyone climbs the ladder by being kind

I’ve heard the stories. And I’ve had people say and do awful things to me, too. But honestly? I’m not here to expose anyone.

We’re all flawed and human. Besides, sometimes the whispers aren’t the full picture anyway. People deserve the chance to grow. Myself included.

Over the years, I’ve somehow become a trusted confidant in this industry. Maybe it’s the friendly eyes in our branding. Maybe it’s just me. I love people, and I love their stories. It’s why I became a journalist.

I guess after a difficult childhood and some bruising early career moments, I learned that kindness and empathy weren’t just nice-to-haves; they were survival tools. And, as it turns out, pretty good superpowers, too.

Some people take, and rarely give back

One thing I’ve had to learn (and re-learn) is that not everyone sticks around. Some folks show up, all charm and enthusiasm, get what they need… and then vanish. And when you need support? Silence.

I’ve had times – like during my injury last year, when I literally couldn’t leave the floor – where I was still fielding requests. No ‘How are you?’, no warmth. Just ‘Can you do this for me?’

LinkedIn can be the worst. People connect and then make immediate demands, even if you’ve only just met them. Why should I drop everything and help someone else? Honestly, I’m not moaning; it’s just an observation. I can’t get my head around the entitlement in this industry sometimes.

Industry snobbiness still lingers

One thing I still find disheartening, particularly as a Northern lass? The postcode snobbery.

Even after a global pandemic, even with remote work now fully normalised, some people still act like nothing important happens outside of London. Like the M25 is the creative world’s border. It’s not.

I left Manchester for the countryside a few years ago, and I’ve never felt more inspired. More grounded. More creative. There’s a whole world of talent thriving beyond the capital, and it deserves the same attention and respect. Hey, it was one of the reasons I started Creative Boom in the first place: to combat the London-centric creative media coverage. Have we achieved that? I damn hope so.

Women can still hold other women back

One of the biggest disappointments has been hearing, time and again, from brilliant creative women who’ve had similar experiences to mine: when support was expected, competition showed up instead.

Because yes, female competitiveness is still alive and well. And honestly? It’s never been for me. Even after being slighted or dismissed, I’ve continued to recommend those same women to clients, celebrate their work, and root for their success. Because I remember how hard it was – still is – to be seen, respected, and taken seriously in this damn industry.

If you show up bold, confident, and true to yourself—if you listen to your gut and do what feels right—you’re bound to hear whispers of “Who does she think she is?” But that’s not something to shrink from. That’s something to celebrate.

So I’ll be damned if I ever let another woman’s ego or pettiness get to me. I’m not here for jealousy – it’s just not in me. My parents taught me early: if you want to achieve something in life, it’s down to you. But they warned it wouldn’t be easy. In which case, why waste precious energy tearing someone down when you could be lifting them up?

More people are struggling than we realise

I’m in a fortunate position: people share their stories with me. I get honest, heartfelt accounts that reveal a collective mood.

Certainly, with a weakening economy, rising business costs, and the uncertainty around AI, many creatives are suffering like never before.

I’ve spoken to some of the world’s leading designers, creative directors, and celebrated artists, and it’s clear: we’re in the middle of a profound shift.

People are frightened. Burnt out. Questioning everything. And yet… they’re still showing up. Still finding ways to adapt. Pivoting. Learning. Refusing to give up. That resilience? It gives me hope. This isn’t the beginning of the end.. Just the start of something different.

The myth is fading, and the mask is coming off

When I started Creative Boom back in 2009, it was partly out of frustration. I was fed up with seeing the same old names celebrated over and over, whether agencies or individuals. And most of them resided in London. It felt like the only way to be seen was to already belong. And if you didn’t? Good luck with that.

So I created a platform that did things differently. That shared emerging voices alongside industry legends. That didn’t care where you lived or how shiny your portfolio was – just that you had something to say.

At first, I was front and centre. And then, as Creative Boom matured, I kept myself in the background. I let the work speak for itself. I focused on championing others, rather than showing up as myself. But somewhere along the way, that started to feel… incomplete.

As the industry changed, so did I.

In a post-AI, post-search and post-social world, what we crave more than anything is connection. Humanity, yes… and all the messiness and realness that goes along with us. We don’t want more polished content. We want to feel something.

So I’ve started showing my face more. Speaking more openly, and letting some vulnerability show. Because whilst AI continues to do its thing, people will crave that human touch. Something technology can never replicate.

That’s why we launched The Studio in February. It’s our private space for creatives to connect, support one another, and share the journey. No algorithms or performance. Just a lovely bunch of creatives looking out for each other.

As the creative industries enters this next chapter, I can feel a big shift. We’re returning to in-real-life events more than ever before. We’re networking, like the good old days. And we’re no longer hiding behind our brands.

At Creative Boom, we’re leading with a little more heart. And we’re on a mission to make the platform human again.

And yes, I know we’ve had to curate over the years. With the volume of submissions we receive, it’s been impossible to showcase everyone. But as the landscape changes, so must we. We’re entering an era where access, openness and community matter more than ever. And I’m ready to meet it. I really am.

Not everything has to be about money

One of the biggest realisations? That building something special does require funding, even if you never set out to commercialise it.

When I started Creative Boom, I didn’t have a business model, I had passion. Curiosity. A need to make space for the voices no one else was hearing. And for a long time, that was enough.

But passion doesn’t pay writers. Or web hosting. Or the endless hours it takes to do things properly.

So over the years, I’ve had to figure out how to sustain this platform without compromising what made it special in the first place. That hasn’t always been easy. It’s meant saying no to quick money. It’s meant being careful about partnerships. It’s meant running lean, staying true, and playing the long game over sixteen long years.

And yes, I still believe not everything has to be about money. The Studio, for example, will always remain free to members. But hey, without any money, even the most meaningful work can’t survive.

Creative Boom has never been about chasing profit. But it has been about building something that matters. And finding ways to make that sustainable, without selling its soul.

That’s the real tough balance, I think. Purpose and pragmatism. Heart and hustle. Vision and viability.

We don’t give ourselves enough credit

If there’s one thing I’m still trying to get my head around, it’s this: Why don’t we give ourselves more credit? Why do we hold ourselves to such impossibly high standards? What will it take for us to recognise our own wins?

It’s so easy to forget how far we’ve come – especially in an industry that constantly moves the goalposts.

But when I look back on sixteen years of Creative Boom… wow. We’ve done it all. A t-shirt shop. A print store. Studio tours. Trips around the world – funded from our own pockets. Midnight chats on Twitter. Countless experiments. Too many mistakes (some of which still make me cringe). Lost weekends. Bank holidays? What bank holidays?

And yet, here we are. Still standing and showing up. Still believing in creativity, community, and the power of sharing stories.

So maybe this is your reminder, as well as mine: You’re doing better than you think. And if you ever feel like giving up – like I did, more than once – keep going. But only if it’s something you truly believe in, only if it brings you joy.

I’ve always said: if I won the lottery, I’d still run Creative Boom. It’s my baby. And tomorrow, it turns Sweet Sixteen. Am I proud? You’re damn right I am.

I’ve hinted at it here, but only I know the full extent of the time, the sacrifice, the burnout, the love and the quiet dedication I’ve poured into this passion project since 2009. And just for once – I’m going to celebrate. I’m going to allow myself the honour of being proud of what I’ve built.

Funny enough, what started as a little side project became something much bigger than I ever imagined. And somehow, I get the feeling… I’m only just getting started.