n the ever-changing landscape of running a business, resilience is crucial—especially during challenging times like a recession. Hope Trory, the founder of Hopeworks Design, is a shining example of how pivoting can lead to unexpected success. With a background in architecture and a passion for marketing, Hope has carved out a niche for herself by helping service-based small businesses thrive with online marketing. Here’s her inspiring story.

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The Pivot Moment

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Hope began her career as an architect, but the Great Recession changed everything. Like many others, she faced the harsh reality of dwindling projects and job uncertainty. "I was doing marketing on the side as a hobby," Hope recalls. When the recession hit, she decided to take the leap and focus on marketing and web design full-time.

“I had to let go of a lot of judgments about myself,” she shares, reflecting on the fear of leaving behind a more traditional career in architecture. This decision not only changed her career path but also allowed her to discover her true passion.

Years later, she took another bold step by stopping part-time work to dedicate herself fully to her business. “I think without making that commitment, I wouldn’t be as successful,” she shares.

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Navigating the Feast and Famine Cycle

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As Hope transitioned into her new role as a marketing consultant, she quickly learned the challenges of freelance work. The "feast and famine" cycle—where busy periods are followed by times of low income—was particularly daunting. “In the beginning, it was a doozy,” she admits. However, she found ways to flatten the roller coaster of ups and downs.

By viewing her business through a quarterly lens rather than an annual one, Hope learned to prioritize on revenue-generating activities. “I just focused on those key things that would bring in revenue,” she explains. This shift in mindset was crucial in growing her business.

The first step in seeing herself as a business owner rather than just a freelancer was separating her business from her personal finances. That’s when she discovered Novo.

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Embracing Technology for Success

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Hope discovered Novo, a business banking solution that aligns with her needs. She raves about its unique features, particularly the Reserves and invoicing tools. “The Reserves feature is a game changer,” she exclaims. This automated budgeting functionality allows her to manage various business expenses seamlessly, ensuring she remains financially organized even during uncertain times.

Hope appreciates how Novo simplifies her business finances, allowing her to focus on her clients. “Novo has been incredible...it feels personal, and that’s rare,” she says.

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Finding Joy and Impact

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Reflecting on the start of her career, Hope shares, “I wanted to have a positive impact on the environment.” Although her path has evolved from this initial driving force, her desire to help others remains strong. By working with clients who share her values, she continues to make a difference in the world and empowers others to do the same. “I always knew I wanted to start something of my own...There’s something fulfilling about knowing that you’re creating opportunities, both for yourself and others,” she says with a smile.

"Being a business owner isn’t easy. There’s so much you have to juggle—time, people, finances. Sometimes, you feel like you’re doing everything, and the days just blur together. But the passion keeps me going, the vision of what I’m building. I think every business owner can relate to that feeling of exhaustion but also that sense of pride in what you’re achieving," she concludes.

Hope Trory’s journey illustrates the power of adaptability and bravery in navigating the complexities of running a small business, especially during tough economic times. Her story is a reminder that with the right mindset, tools, and community support, entrepreneurs can not only survive but thrive.

If you’re facing challenges in your own business, follow Hope’s advice: Embrace change, focus on what matters, and don’t hesitate to seek out the right resources to help you succeed.

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About Hope

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Hope works with small and medium AEC firms to create and implement marketing strategies that attract consistent quality leads. She also likes to create things like her own jewelry and clothes. Learn Marketing with Hope on Novo’s Subject Matter Expert Webinar Series.