In the first installment of our four-part guide to building a better design business, we’re going deep on what it takes to attract a new client and seal the deal. The secret? Before you start looking around, look within.

Close your eyes for a moment and imagine your ideal clients. Who are they? What kind of home do they want? What kind of budget do they have? What are they looking for from their designer—from you?

Every project starts the same way: with a lead. Whether it’s a fellow passenger you met on the plane, a stranger on Instagram who’s been following you long enough to know your dog’s name, or the friend of a friend of your sister’s neighbor, a potential client elicits (at least for a moment) a spark of excitement and hope. Then, once the butterflies settle, it’s time to transition from daydreaming to reality. That means taking a clear-eyed look at if the project is a good fit—for example, if the clients are kind, the budget is reasonable, the job fills a gap in your portfolio, or it aligns with how you want your business to grow.