We just lost a client and here's why we're celebrating

For most agencies, recurring revenue is the dream. Monthly retainers mean bills get paid, cash flow is steady, and growth feels predictable. As an agency owner, there’s real comfort in knowing what the books will look like next month, or three months from now.

So why would we ever celebrate losing a client who was on a monthly retainer?

It all comes back to our vision at Space Creatorz:

To create a space where people feel valued, respected, and free to do the work they love.

At first, this vision was directed inward. We wanted to build an agency that pushed back against hustle culture. One that offered our team (and ourselves) the kind of lifestyle we believed we deserved. But over time, we realized that this wasn’t just an internal mantra, it was a north star for how we worked with clients, too.

Most of the people who come to us already love their business. That part is never the problem. What they don’t love, at least not yet, is marketing. They didn’t start their business to master Klaviyo flows, Instagram reels, or CRM automations. They started it to make incredible pizza. Or build beautiful homes. Or help other businesses thrive. That’s where we come in.

Our job is to help them reconnect with that love by taking the friction out of the parts they don’t enjoy (or don’t fully understand yet). Sometimes, that means long-term partnerships. Sometimes, it means stepping in for a season. Building a foundation and handing over the keys when they’re ready.

A while ago, a retailer came to us with a clear passion for their brand but no clear roadmap for sharing it. They had a solid team, an engaged audience, and a recognizable brand but they were struggling to turn that into momentum. They weren’t sure how to tell their story in a way that made others care as much as they did.

So we rolled up our sleeves.

We started by clarifying their messaging. It’s nearly impossible to build consistency or connection when you’re reinventing your voice every time you post. From there, we redesigned their website to reflect that refined message and connect more authentically with their audience.

We didn’t stop there. We developed an ecommerce website and email marketing strategy built around storytelling, and most importantly, we helped them start sending again, strategic, brand-aligned emails that resonated.

And things started clicking. Fast.

Their audience grew. Revenue steadily climbed. Even more importantly, their team started to understand the “why” behind the messaging. We trained them on the how, when, and who of content, giving them the tools to keep momentum going on their own.

Then the contract ended.

But here’s the best part:

They didn’t stop.

Emails went out. Content stayed consistent. Their voice held strong. Their team took the reins, not reluctantly, but confidently. Marketing wasn’t a mystery anymore. It was an extension of their passion.

We had done exactly what we set out to do:

Created a space where they felt valued, respected, and free to do the work they love.

So… What About Revenue?

Of course, this feels good. But what does it mean for business? Isn’t recurring revenue still the goal?

Yes and no.

The majority of our clients find us through referrals. Friends of clients. Friends of friends of clients. They come to us because someone had a positive experience, because someone felt truly seen, supported, and successful. In just the past month, two former clients came back with new projects. Others have referred people who are now our newest clients.

We’ve learned that when you help clients thrive, even if that means they no longer need you long-term, they remember. And they tell people.

At Space Creatorz, we don’t just operate on spreadsheets. We operate on feelings. When our work creates confidence, clarity, and freedom for someone else, we feel it. And we know more of the right opportunities will follow.

Because clients don’t always leave.

Sometimes, they graduate.

And that’s exactly the kind of business we want to build.