I grew up in the seventies and eighties, a time when one message was drilled into anyone entering the workforce: the customer is always right. It was a simple, clear directive for my generation. We were taught humility, to set aside our own need to be right in service of someone else, whether it was a boss, a client, or a customer. Back then, “not talking back” didn’t just mean being polite. It often meant literally staying quiet, not asking questions, and simply getting through the process no matter how you felt about it.
Being alive in today’s world can sometimes feel shocking to my generation. We see behaviors in public and even in business that we simply cannot fathom. The rules we were raised with about respect and humility have shifted in ways that are hard to process. The way society functions now often looks completely different from the world we stepped into as young adults, and it can be disorienting to navigate those changes while trying to run a business built on collaboration and trust.
As a business owner, it is important to know your audience and to learn as much as you can about the people you will be working with before entering into agreements or contracts. This understanding helps shape not just the work itself but also the relationship behind it.
Unfortunately, no matter how carefully you prepare, you will always have encounters with difficult clients. It is simply part of doing business. These situations are not just challenges. They are opportunities to refine your process, set clearer boundaries, and protect the quality of your work moving forward.
Learning these lessons is the best way to navigate future challenges, whether that means finding a way through a difficult situation or recognizing when it is best to step around it entirely. Each experience, even the frustrating ones, becomes part of the foundation you build your business on. Over time, those hard-earned lessons make you better prepared, more confident, and more equipped to create healthy, productive partnerships.
So how do you better prepare yourself?
How do you become more confident?
How do you set clear boundaries when so much of your experience was shaped during a time when the other party, the client, the customer, the boss, was always the one calling the shots?
Here is what I have learned through trial, error, and a whole lot of reflection.
Long story short, you need to know and understand your brand mission.
When you are deeply rooted in what you stand for, the values, vision, and purpose behind your work, it becomes much easier to navigate difficult situations. Your brand mission acts like a compass. It guides the decisions you make, the projects you take on, and even the way you respond when challenges arise.
When you are clear on who you are and what you bring to the table, you are better equipped to set boundaries, to communicate expectations, and to recognize when a collaboration is not the right fit. Without that clarity, it is easy to get swept up in trying to please everyone and to end up frustrated, overworked, and misunderstood.
My advice is to create a printed expectations list, a simple, clear document that outlines how you work, what you provide, and what you need from the client to do your best work. This is not just paperwork. It is a tool for building trust and clarity right from the start.
Bring this list with you to your very first meeting. Greet your potential client with it as you sit down to discuss working together. It sets the tone for the entire relationship, showing that you value open communication and shared understanding. It also gives both sides a chance to ask questions and make sure you are aligned before time, energy, and resources are invested.
Nothing is worse than pouring hours and hours into a project without your client’s input, only to receive their feedback later, after so much of your hard work has already been done and is not appreciated. It is discouraging, frustrating, and often avoidable.
By setting clear expectations at the very beginning and providing supporting documents like licensing agreements and project outlines, you create a shared roadmap. This upfront clarity invites your client to be involved in the process and helps ensure that your time, creativity, and energy are respected. It also gives them the confidence of knowing exactly what to expect from you and what is needed from them so there are no surprises down the road.
Here is something to start with. Tweak it, shape it, and tailor it to your own needs as your business grows.
For now, we will use the example of working with a small business as a photographer, since that is my world and where I have learned many of these lessons firsthand. The principles, however, are universal. Whether you are a photographer, a designer, or any other type of creative service provider, the heart of this process remains the same. Clear, shared expectations create smoother collaborations and better results.
At the end of this post, I will share a generic, multi-purpose expectations list that you can adapt to fit your own work and relationships.
Sample Expectations List for Photographers
To be adapted for your business needs
1. Purpose of Our Work Together
Our goal is to create meaningful, high-quality images that reflect your brand, your story, and the values you want to share with your audience. Everything we do will align with this purpose.
2. Communication
Clear, timely communication is essential. Please share important dates, ideas, and concerns as early as possible so we can plan and adapt together. I will do the same on my end.
3. Planning Ahead
Before each session, we will meet or correspond to outline:
• Specific goals for the shoot
• Locations and timing
• Props, products, or tools needed
• Any key images or moments you want captured
4. Decision-Making
One primary point of contact will help keep decisions streamlined and reduce confusion. This person will approve the plan before the session and be present or available on shoot day.
5. Respect for Time
Please arrive on time and be prepared so we can make the most of our scheduled session. If rescheduling becomes necessary, I ask for as much notice as possible.
6. Image Delivery
Final edited images will be delivered digitally within the agreed-upon timeframe. I will always communicate if anything impacts that timeline.
7. Licensing and Usage
Images are licensed for specific uses agreed upon in advance, such as web, social media, or print. Extended commercial licensing is available for broader needs.
8. Feedback Loop
Your feedback matters. After each project, please share what worked well and what could be improved. This helps us grow and refine our collaboration.
9. Mutual Respect
Above all, our work together is built on trust and mutual respect. We are partners in creating something meaningful, and that partnership thrives when both sides feel valued and heard.
10. Supporting Documents
Along with this expectations list, you will also receive printed materials that provide deeper details on important topics such as licensing agreements, usage rights, and package descriptions. These documents serve as a reference for both of us, helping ensure there is no confusion about how the images can be used, what is included in your session, and the next steps we will take together.
Generic Expectations List for Any Business
For non-photographers or other service-based businesses
1. Purpose of Our Work Together
The goal of our partnership is to create meaningful, high-quality results that reflect your vision and support your goals. Everything we do will align with the mission we establish together at the start of the project.
2. Communication
Clear, timely communication is essential for success. Please share important dates, updates, and concerns as early as possible so we can plan and adapt together. I will do the same on my end.
3. Planning and Clarity
Before we begin, we will take time to discuss and outline:
• The purpose and scope of the project
• Desired outcomes and goals
• Timelines and milestones
• Responsibilities on both sides
4. Point of Contact
One primary decision-maker or point of contact helps keep decisions streamlined and reduces confusion. This person will approve plans before work begins and be available for feedback throughout the project.
5. Respect for Time
Time is a valuable resource for everyone involved. Please arrive on time for meetings or calls and provide prompt feedback so progress stays on track. If changes or delays arise, I ask for as much notice as possible.
6. Deliverables
Final work will be provided within the agreed-upon timeline. If adjustments are needed along the way, I will communicate clearly so expectations stay aligned.
7. Terms and Usage
Any terms regarding ownership, usage, or licensing of the work will be outlined clearly in a separate document. This ensures both sides fully understand how the final product may be used.
8. Feedback Loop
Your feedback matters. After each stage or project, please share what worked well and what could be improved. This helps refine our collaboration and strengthens our relationship moving forward.
9. Mutual Respect
Our work together is built on trust and respect. Both sides should feel valued, heard, and supported throughout the process.
10. Supporting Documents
Along with this expectations list, you will receive printed or digital documents that go into greater detail, such as service agreements, pricing, or specific terms. These materials provide clarity and transparency, giving us both a reliable reference point.
When Expectations Still Aren’t Met
That said, even with all the preparation in the world, there may always be that one client who simply cannot or will not follow the expectations you have agreed upon.
As a business owner, you need to be ready for this possibility before it happens. Do not wait until you are in the middle of a stressful situation to decide how you will respond. When you are prepared, you can steer your business with confidence instead of reacting out of frustration or fear.
There are generally two ways to handle this kind of situation.
The first is to address it immediately. Sit down with your client and discuss the original agreement you both made. Walk through the expectations you laid out at the beginning and try to redirect the project back on course. Often, misunderstandings can be resolved when both sides are willing to communicate openly.
The second option comes into play when the first approach fails, or when you know based on your boundaries that the relationship is no longer healthy or productive. In this case, you inform the client that you are ending the business relationship. Be clear, professional, and calm. Let them know you are severing the agreement and explain any necessary next steps for wrapping things up.
This is not about being harsh or unkind. It is about protecting your business, your time, and your well-being. Some projects are simply not the right fit, and knowing when to walk away is just as important as knowing when to push through.
Clear expectations do more than prevent misunderstandings. They build stronger partnerships. They create a foundation of trust, respect, and collaboration, allowing both the client and the business owner to do their best work. When everyone begins on the same page, the process becomes smoother, the results are better, and the relationship is stronger.
And that, at the end of the day, is the kind of work worth doing.
Warmly,
Michelle