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Never Not CreativeAuthor: Never Not Creative
Welcome to the Never Not Creative podcast. Never Not Creative is a community for creatives to come together and tackle the challenges we face in the creative industry. From how to manage and improve your mental health, to getting paid what you're worth and everything in between. Language: en-au Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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We're all in it together – with Cat How
Thursday, 18 December, 2025
We’re all in it together – with Cat How What does it mean to run a creative agency where radical transparency and empathy aren't buzzwords, but business fundamentals? In this episode of NeverNot Creative, host Andy Wright sits down with Cat How, co-founder of design studio How & How, to talk about building a creative business that leads with values and doesn’t compromise on care, ethics, or ambition.Cat opens up about launching How & How with her husband during the pandemic, creating a culture of honesty and mental health support, and why saying “no” to oil and gas clients is non-negotiable. From implementing a salary transparency framework to navigating creative rejection with care, Catshares how her team uses systems, structure, and shared values to protect their people and stay creatively sharp. This is a conversation for anyone who’s ever wondered how to build a business that actually walks its talk—and still makes beautiful, meaningful work.🔎 Find Out More About Cat Howhttps://how.studio/https://www.linkedin.com/in/cat-how-0499b9149/https://www.instagram.com/how___studio/⏱️ CHAPTERS00:00 - Introducing Cat How01:12 - From Journalism to Creative Direction03:45 - Launching How & How in a Pandemic06:20 - Structuring Culture: Transparency, Mentorship & Salary10:15 - Saying No: The Moral Compass for Clients13:30 - Turning Down Oil & Gas Work15:10 - The Business Case for Salary Transparency17:00 - Mental Health & Leadership Vulnerability20:25 - Creative Rejection and Emotional Safety24:15 - Why Client Services Matter More Than You Think27:40 - Founders and the Loneliness of Leadership31:00 - Firing Clients That Mistreat the Team33:20 - Building Organic Culture, Not Beer Pong Fridays36:00 - Leading with Empathy and Structure39:40 - AI as a Creative Superpower#nevernotcreative #mentalhealth #creativeagency
