Book Review: The Business of Design by Keith Granet
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A Creative’s Guide to Clarity, Confidence, and Profitability
As a creative, it’s easy to get lost in the work. Long inspired stretches of making and building, designing and dreaming. But at some point, every designer, artist, or maker faces the same turning point: how do I run this as a business?
In The Business of Design, Keith Granet breaks down what it takes to run a creative practice with intention and longevity. It’s a book shelf must for any creative who’s ever felt caught between doing what they love and trying to make it sustainable. The beauty of this book is that it doesn't just tell you how to run your business it teaches you how to think like a business owner without losing your creative soul.
Creative, Meet CEO
Granet opens the book with a statement that stops you in your tracks:
“If you don’t treat your practice as a business, no one else will.”
That’s is the core of this book. It’s a wake-up call and one creative sometimes needs to hear. Many designers spend the bulk of their time designing, managing projects, and putting out fires, while the actual business (pricing, planning, communication) sits on the back burner. Granet estimates that most designers spend 90% of their time on just 10% of the business. That imbalance leads to burnout, inconsistent income, and confusion around what to charge and how to grow.
What makes this book different is that it doesn’t lecture it coaches you through case studies, personal anecdotes, and years of experience. Granet helps readers connect the dots between their vision and their operations.
Structure That Supports Your Talent
One of the most empowering takeaways is how Granet frames profitability. Instead of focusing on hourly rates, he encourages creatives to charge based on value. Which has helped me better understand how to communicate my value.
“Stop charging by the hour. Start charging by the value you bring.”
It’s a subtle but powerful mindset shift and one that can immediately transform how a creative sees their worth. Throughout the book, he emphasizes clarity in process and pricing as a form of respect not only for yourself, but for your clients.
Other important themes like boundaries, systems and planning are explored. Things creatives often avoid because they feel too rigid or time-consuming. But, as Granet writes,
“Clarity is the key to a successful practice. Confusion creates chaos.”
And clarity doesn’t come from working harder it comes from working smarter. I try to keep the saying " work smarter not harder" in mind when creating for profit. Having a clear weekly plan, setting priorities, and communicating effectively are all tools that allow you to focus more on the work you love.
Build a Business You Want to Wake Up To
In a particularly resonant section, Granet talks about setting vision-based goals. Not just how much money you want to make, but what kind of life you want your business to support.
“Creativity is a resource—it must be managed just like time or money.”
That framing is important. Creativity can feel limitless, but in a professional practice, it needs structure and care. Whether you’re working solo or managing a team, your ability to lead, plan, and delegate directly affects how far your creative work can go.
The book also explores hiring, branding, workflow, and communication with clients. But it never feels overwhelming. Granet’s tone is conversational and clear, and the layout of the book makes it easy to revisit for guidance on specific challenges.
Final Thoughts
The Business of Design is more than a how-to manual. It’s a bridge between the passion that fuels your creative work and the systems that sustain it. It’s for any creative who wants to do their work well and still have time, energy, and resources left over at the end of the day.
By the time you reach the final chapter, you don’t just feel inspired you feel equipped. Equipped to plan, to charge, to communicate, and to grow. Granet reminds us that business doesn’t have to be the enemy of creativity. In fact, when done right, it’s what allows it to thrive and create more.
So if you’re a designer, maker, or dreamer looking to take your practice to the next level this book might be the read you need.