We’ve all heard it before: Never give up. Push through. Winners never quit.

But what if that advice — well-intentioned as it may be — is actually keeping you stuck?

For years, I held tightly to the idea that success was a straight line paved with perseverance. But a single book changed the way I think about quitting — not as a failure, but as a skill. One that could save us from burnout, wasted energy, and missed opportunities.

Here’s the truth: the most successful creatives, designers and entrepreneurs know when to walk away. In fact, that decision might be the smartest move they ever make.

If you’ve ever felt torn between sticking it out or stepping away — here are 5 reasons why quitting might actually be the key to moving forward with more clarity, intention and ease.

1. Quitting Creates Space for the Right Opportunities

1. Saying yes to everything — every project, offer or idea — comes at a cost. We simply can’t make many things the best they can be at once. It drains our energy, scatters our focus, and clouds our vision.

But when you quit what’s no longer serving you, you create (mental and physical) space: for better ideas, more aligned clients, renewed energy and a direction that feels exciting and instinctively right.

I love how Seth Godin explains this in The Dip: “Winners quit all the time. They just quit the right stuff at the right time.”

It’s not about quitting for the sake of it — but recognising when something has run its course so you can refocus on your next best move.

The next evolution of who you are meant to be might be waiting just beyond what you’re afraid to let go of.

Also, I often remind myself: “If I’m going to add something to my plate, I need to take something off my plate.”

Try This: Make a list of what you want more of in your life or business — then ask, what needs to go to make space for it?

2. Not Everything Is Worth Pushing Through

There’s a big difference between persistence and blind perseverance. Angela Duckworth, in her fascinating book Grit, argues that grit only works when it’s applied to the right things. She argues we shouldn’t stick with something just because — if we do, we are wasting our time, energy, and better opportunities. Even she acknowledges that perseverance without purpose can be a trap.

This idea is echoed — and taken even future — in Annie Duke’s Quit. Share shares the cautionary tale of Muhammad Ali: how his legendary grit made him a champion, but also kept him in the ring far too long. It’s a powerful reminder that just because we can keep going doesn’t mean we should.

What matters is discerning between a worthwhile challenge and a path that’s reached its end.

Try This: Instead of pushing through, press pause and ask yourself: Why am I really doing this? Is it because it’s what you truly want — or are you continuing out of habit, fear, or obligation? Reconnecting with your deeper “why” can reveal whether it’s time to keep going or let go.

3. Strategic Quitting Is a Skill You Can Learn

Most of us avoid quitting because of how it feels — it can seem like failure or weakness. I used to take pride in pushing through no matter what. Hard work and persistence were my default mode.

But what if we reframed quitting as a sign of wisdom — not weakness?

Annie Duke writes, “We make better decisions when we treat quitting as a skill rather than a weakness.”

One of her most powerful tools is the idea of setting “kill criteria” before you begin — when your mind is clear and you are not as emotionally attached to the outcome.

A great question she suggests asking is: If I were starting fresh today, would I still choose this path?

If the answer is no, you may already have your answer.

Try this: Before starting anything new, define your “kill criteria”: clear, realistic markers that will help you decide when to pivot or walk away. Be honest, but wise — not every setback is a signal to quit. Check your progress, and allow for the inevitable challenges that will come your way.

4. Holding On to the Wrong Things Has a Hidden Cost

So often, we stay in situations, projects or offers simply because we’ve already invested so much. This is what’s known as the sunk cost fallacy. We think, I’ve already come this far… I can’t quit now.

But here’s the hard truth: continuing something that’s no longer working isn’t a sign of commitment — it’s a missed opportunity.

Every time you say yes to the wrong thing, you’re saying no to what could be right.

And if you’re a creative, your energy is your most valuable resource. Where you direct it matters.

Ask yourself: What’s the real cost of continuing — and what could I be building instead?

5. Quitting Can Be the Catalyst for Your Next Big Leap

Often, quitting isn’t the end — it’s the beginning.

Letting go of what no longer feels aligned can unlock new levels of creativity, clarity, and direction. It was what led me to sell my homewares business, Imprint House, after nine years of building it from the ground up. And while the decision wasn’t easy, it opened the door to deeper work that felt more aligned with my values and vision.

It’s worth asking yourself:

Is this still bringing me closer to my goals?
What am I giving up by staying on this path?
If I were starting fresh, would I still choose this?

Quitting doesn’t mean giving up. It means being brave enough to realign.

Try this: Journal on the question: If I were starting fresh, would I still choose this path?

The Takeaway

Quitting is not a failure. It’s not a flaw. And it’s certainly not the opposite of success.

It’s a tool — one of the most powerful you have as a creative. When used well, it allows you to shift direction, reclaim energy, and pursue your purpose with greater clarity and focus.

So if something feels off — trust that. And if you’re feeling stuck, ask yourself: Is this still the right thing? Or is it simply the familiar thing?

Give yourself permission to let go. You might just find that quitting is the very thing that sets you free.

GO DEEPER

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