Time: 10-15 minutes

A practice does not have to grow simply because it can. Size affects the work you pursue, the fees you need, how much management you take on and how closely your working life resembles the practice you originally wanted.

This exercise produces a stated practice-size target for the next two years. It is a direction, not a permanent commitment.

1. Picture the practice on an ordinary Tuesday

Do not begin with turnover or headcount. Describe the working day you are trying to create:

• What type and scale of projects are active?
• How much of your time is spent designing and delivering work?
• How much is spent finding work, managing people and running the business?
• Are you working mainly alone, with regular collaborators or with employees?
• Where are you working and how fixed are your hours?

Focus on the repeatable week, not the exceptional project or launch announcement.

2. Choose the model that is closest

Independent practitioner

You remain the main designer and decision-maker. Capacity is controlled through project choice, programme and occasional specialist support.

This can protect autonomy and keep overhead low, but income remains closely tied to your own time and availability.

Small collaborative studio

You lead the practice but use a dependable network of freelancers, consultants or part-time support. The team expands around projects rather than remaining permanently employed.

This can increase capacity without committing to a fixed team, but requires clear coordination, quality control and reliable collaborators.

Small employed practice

You intend to build a permanent team and accept that leadership, management, pipeline and financial responsibility will take a larger share of your time.