Confident Conversations That Sell Creative Work (Without Being Salesy) – with Crystalee Beck
This week, we had the pleasure of sitting down with Kevin Rapp, the Co-Founder and Chief Creative Officer of Ultra Friends. His agency is known for turning bold ideas into scalable content systems for tech-forward brands. With nearly 20 years in the creative trenches, Kevin has worked his way up from small studios to tech startups, eventually creating a space where creative value and business impact truly meet. One of his standout projects was the socially charged "Progress Owed, No Apology" campaign with NASCAR driver Bubba Wallace. That work earned national attention and multiple Cleo awards. It proved how storytelling led by heart can still move both people and metrics.
Here’s a glimpse of what you’ll learn:
Why removing sales pressure can lead to better client relationships
How to approach discovery calls with service-first thinking
Simple and human ways to follow up without sounding pushy
How Crystalee uses "pilots" to secure long-term clients and build trust
The value of strong contracts, kill fees, and setting clear expectations
Knowing when a client is the wrong fit and having the confidence to walk away
Lessons about pricing, cash flow, and why having margin matters
Insights for mom entrepreneurs and the story behind Crystalee’s High Five Grant
“I want people to feel seen and heard in our conversations — and maybe I’ll make a new friend. If not, I still want them to walk away with something helpful from me.” — Crystalee Beck
This quote hit me hard. It probably will for many of you, too. We, as creatives, are the people behind the stories that turn brands into status symbols, help billion-dollar campaigns succeed, and shape the very culture we live in. Yet when it comes to recognizing and articulating our own value, we often fall short. Kevin puts a spotlight on that contradiction and challenges us to take that same brand-building power and apply it inward. Not just for our own good, but for the health of the entire creative industry.
In this episode…
This quote struck a chord with me. Crystalee reminds us that business is ultimately about human connection. If you show up with sincerity and leave someone better than you found them, you build something more valuable than a one-time sale. You build trust. That kind of approach leads to referrals, long-term clients, and a reputation that speaks for itself. It's a powerful reminder that generosity and authenticity are business strategies too.
Until next time,
Carl Cleanthes
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