Stability through client selection

For the creative industry, and beyond, opportunity lies with selecting the clients you work with. We’ve shifted focus to larger clients because they’re forecasting 3-5 years down the line. They can’t stop, because if they stop they don’t have a pipeline - it gives growth a bit more security. It’s not just one project, it’s multiple with these clients. 

At a recent roundtable hosted by Tank and TheBusinessDesk, our Managing Director Sheleendra Fernando shared a perspective rooted in experience from the built environment and creative industries: growth doesn’t come from doing more of everything - it comes from doing the right things, well.

One of the clearest shifts Shelly highlighted was the importance of client selection as a stabilising force. In uncertain conditions, long-term, well-funded clients who plan beyond the next quarter offer more than just continuity - they create the space for teams to think, design and deliver properly. Growth, in this context, isn’t about one-off projects, but about trusted relationships that compound over time.

This thinking also links closely to how technology is being approached. AI and automation can be powerful, but only when they support quality rather than rush it. Used thoughtfully, they remove friction and protect time, allowing teams to focus on the human, creative and strategic parts of their work that clients truly value.

The wider discussion reinforced a shared conclusion: 2026 won’t reward speed for its own sake. It will reward businesses that build stability on purpose, through strong foundations, clear thinking and a focus on people.

At 24/Three, this approach isn’t new. It’s how we’ve always believed good work is built — deliberately, collaboratively and with long-term value in mind.

Author: Poppy Bradshaw