On Asking Before You’re Ready
How to create your own opportunities instead of waiting to be chosen.
Hi everyone,
There’s something I’ve wanted to write about for a while, especially for those trying to break into art direction or the creative industry in general. Or those that feel ‘stuck’ in their career and really want to advance. It’s the idea that asking is the beginning of receiving. And I don’t mean begging for favours, I mean making yourself visible, showing initiative, and knowing your value in the process.
It sounds simple, but this shift changed everything for me. The truth is, I never landed a job through a vacancy that was actively hiring. Not once. Every opportunity I’ve had, from campaigns, collaborations, editorials, full-time jobs, came from me connecting with the people and taking initiative before there was an open position or opportunity for me. It was never a cold ask, more like a proposal. A win-win situation, a moment to bring value to someone else while building my own path.
Once I stopped waiting for permission and started reaching out, the entire flow of my career changed. I reach out and then detach myself from the outcome, I don’t check if someone has read it or try to beat myself up with insecurities. It’s rejection therapy, but you have to accept that many people won’t reply simply because they are busy or didn’t read it. And that’s totally fine if you focus on the ones that do reply.
Most creatives spend years perfecting their skills but never actually introduce themselves to the industry. They think if they just get good enough, opportunities will show up. That one day, a recruiter will appear in their inbox. Or someone will magically notice the work they posted. But visibility doesn’t come from talent alone, it comes from taking up space.
This is what most people get wrong about asking:
They wait until they feel ready.
They wait until someone is hiring. Or search on job boards.
They wait until they have a full portfolio or a perfect brand.
They wait until someone else tells them they’re good enough.
By that time, someone who wasn’t more talented, but just more visible, got the job.
I’ll give a fictional example. Imagine you have a strong art direction concept. You don’t shoot yourself, but you know a photographer who aligns with your taste. Instead of hoping someone invites you to create something, you pitch it. You offer to handle casting, styling, production, moodboards or whatever you can bring. You make the idea clear, easy to say yes to, and exciting for both of you. You’ve just built a piece of work you initiated and in doing so, you made yourself indispensable.
That’s what I mean when I say asking is powerful. It’s strategy, not desperation.
The value exchange mindset
A good ask isn’t about taking. It’s about creating value for both sides. It says:
I see your work and I’ve thought about how we could build something together.
I’m willing to do the legwork if you bring what you do best.
I respect your time, so I’m making this as smooth and aligned as possible.
Or if you are applying for future jobs. I can offer insights or specific type of work your agency or brand might need.
I’ve asked people to co-create pitches with me. I’ve asked for coffee chats to tell about my work without job openings. I’ve asked for feedback. I’ve asked to feature people I admire in my newsletter. And each time, I either got a yes or I learned how to ask better next time.
But not all asks are equal. These days, I get dozens of DMs asking me for things: Can you review my work? Can we meet for coffee and do a brainstorm on how to elevate my brand? Can I pick your brain on this idea? And while I’d love to help everyone, I can’t. Not because I don’t care, but because the ask doesn’t always consider the time, energy, or value exchange.
A lot of what people ask me is what I do for a living as a favour. It’s the work that pays my rent. It’s the reason I built this newsletter, because it’s the only sustainable way I can offer guidance at scale. Brainstorming ideas, reviewing portfolios, building strategy decks, those aren’t quick favours. They’re what clients pay me for. And if someone asks for all that with no offer, context, or thought behind it, I usually can’t say yes.
And that’s an important lesson: when you ask, you’re also asking someone to choose you over something else in their day. I really don’t mean this in an arrogant way, I’m just saying to be considerate about what you ask someone and how it helps them too. Especially when it’s someone from the internet you don’t know (all of this doesn’t count when it’s your mom or best friend ofcourse). Asking well is an art, and getting what you want is an achievement.
But knowing how these things work exactly can be the stepping stones to succeed in your career much quicker.
Knowing what you can offer, your vision and what you stand for is an extremely important thing to know in your creative career. Not just for art directors, also for photographers, illustrators, stylists and anyone in the creative field. This article shows that your message needs to be crafted well with a clear vision on what you bring to the table. If you haven’t done already, I created a 30 day program on Substack to define your art director’s dna. With examples, references, theory and daily exercises that leaves you with a playbook representing your creative vision.
How to ask well (and get a reply)
Lead with generosity. Make it about building something, not just taking something. Don’t be desperate, but make sure you tell what you stand for.
Make it easy to say yes. Do the thinking, plan the steps, be specific.
Know your level. Don’t reach ten rungs above, reach one or two. And reach with care and while you do so, show what you offer them.
Respect people’s time. A ‘no’ isn’t personal. It just means the timing or ask wasn’t right. You can follow up once, but wait a few days or a week. Then detach yourself, you could reach out again once you have new work in your portfolio and some months passed.
Offer something back. Whether it’s your skills, time, effort, energy, or audience—make it mutual.
You don’t need to DM Juergen Teller asking him to shoot your latest uni project. But you can DM a photographer who’s at your level, whose work you admire, and who might be up for something creative and scrappy. That’s where the magic happens. That’s how creative networks are built.
This is how I built my entire career. Not by waiting to be discovered, but by pitching, collaborating, initiating, and showing up. I do this all the time, mainly because I’m curious meeting new people, working for different brands and have a clear goal of where I want to get to. Each step I take in my career is closer to my goals, but I do make sure the people I reach out to are realistic and my portfolio is in a good place. And on the background I’m constantly improving my craft.
Whether it’s a simple introduction, asking for a coffee chat to introduce my work and hear about what they are working on to saying I have an idea to discuss that might fit their work well for a collaboration. All of this shows I’ve done my pre-work, or show a mutual interest and offer.
No one knows you’re available unless you say you are.
Asking doesn’t make you annoying.
Asking makes you visible.
And asking with care, clarity, and something to offer makes you valuable.
So if you’ve been waiting for someone to pick you, consider this your nudge.
Go ask.
Go offer.
Go create something that didn’t exist until you said something.
Love,
Zoë
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as someone feeling very stuck and overwhelmed trying to quote unquote change/revamp my life, i NEEDED this advice! i’ve loved your substack and just wanted to take the time to finally comment and thank you for creating such a great space on here 🫶
Great article! This seems to be mainly about pitching other creatives to collaborate- do you have any articles you could point me to that are about pitching brands? Xo