10 Years In: The Failures That Built My Creative Business

Ten years ago, I took the leap into full-time creative entrepreneurship with no roadmap, no guarantee, and a lot of hope. This episode is my honest look back at what actually got me here, and it is not a highlight reel. I recently had the honor of spending two days at Michigan State University as a guest lecturer and juror for the undergraduate senior show. The organizers asked me to speak about failure, not success. That invitation sent me into a real reflection on the moments that broke me open and ultimately built everything I have today. In this episode I share what I wish I had known at 27, including why I stayed too long in projects that had expired, how learning to quit strategically changed everything, why your non-negotiables have to come before your goals, how I learned to stop shrinking under criticism without losing my empathy, the difference between goals that are truly yours versus ones you inherited from someone else's definition of success, and why every significant thing I have built grew directly out of a previous failure. I also talk about losing our first book deal, a solo show that nearly got canceled, the shadow side of stubbornness, and why knowing what hill you are willing to die on matters more than any strategy. This one is personal. It is also practical. I hope it meets you exactly where you are. Did this resonate? Let's chat! Tag me over at @katerinaspopova on IG To join the Create! Collective membership community, visit createmagazine.co/collective. For our subscription, membership, mini courses, and more, visit createmagazine.co/join.

You can listen to 10 Years In: The Failures That Built My Creative Business online on Radio and Podcast. Open the player on this page to stream the available audio.

10 Years In: The Failures That Built My Creative Business is an episode from The Create! Podcast by Ekaterina Popova.

This episode is 28:33 long.

This episode was published on Apr 30, 2026.

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