What I Learned Hiring Freelancers & Building a Team from Scratch
No one really prepares you for the moment you realize:
“I can’t do this alone anymore.”
When Sater Creative started picking up momentum, I thought I’d be thrilled. And I was… but I was also tired. Like, “answering DMs from my pillow” tired.
I knew I needed help.
I didn’t know how to get it without losing the quality and care I’d built.
Here’s what I’ve learned about hiring, delegating, and leading — the messy, honest version.
Lesson 1: You Don’t Hire a Clone of You
I used to secretly believe the perfect person would be:
A mini-me
Telepathic
Great at everything
You already know how that ended: unrealistic expectations and disappointment before anyone even started.
What I’ve learned instead:
Hire for strengths, not clones
Be clear about what you actually need help with (content days, editing, scheduling, engagement, admin, etc.)
Give people permission to be different from you while still aligned with your values
The point of a team isn’t to duplicate you. It’s to support you and expand what’s possible.
Lesson 2: People Can’t Read Processes That Don’t Exist
The first time I tried to onboard someone, I realized… most of my “systems” lived in my head.
I’d hand off a task like:
“Can you just put this together and post it?”
And then I’d be annoyed when it wasn’t how I pictured.
That wasn’t on them. That was on me.
Now, when someone new joins the team, I give them:
A clear role description
Examples of “this is what good looks like”
A walkthrough of how we do things for each client
Space to ask “why” (not just “how”)
If you want someone to help you win, you have to actually show them the game.
Lesson 3: Delegating Is a Skill (That Feels Uncomfortable at First)
Here’s the hard part no one talks about:
Even when you trust someone, delegating can still feel weird.
You’ll be tempted to:
Jump in and fix everything
Redo work instead of giving feedback
Say “I’ll just do it myself”
But if you keep doing that, you don’t have a team — you have very expensive spectators.
What helped me:
Start small: delegate one small area (like scheduling, or repurposing, or stories)
Expect a learning curve — for them and for you
Give feedback early and often, kindly and clearly
Your future self — the one who isn’t working until 11pm — will be so grateful you pushed through that discomfort.
Lesson 4: Culture Is the Tiny Things
For me, culture isn’t a slide deck. It’s:
Saying thank you often
Being honest when things are busy and messy
Celebrating wins, even small ones
Giving context, not just tasks
Remembering there’s a human behind every deliverable
When your team feels safe to ask questions, admit mistakes, and bring ideas, everything gets better — including your client work.
Lesson 5: You’re Still Allowed to Learn as You Lead
I used to think a “real” founder knew exactly what they were doing with hiring.
I definitely didn’t.
I learned through:
Mis-hires
Miscommunication
Overloading people
Under-communicating expectations
And that’s okay. You’re allowed to be new to leadership and still be a good leader.
If you’re a small business owner thinking about hiring help — even part-time or freelance — this is your permission slip. It won’t be perfect. But it might be the thing that helps your business grow without burning you out.
At Sater Creative, we’re a team because I finally allowed myself to stop doing it all. And that’s the same thing I want for our clients too.
