For many small business owners, “systems” and “processes” sound like corporate jargon that don’t apply to their creative, bespoke services. Maddy Glenn, Director of Softwood Self-Publishing, initially felt the same way.
The Challenge of Managing a Complex Publishing Business
Softwood Self-Publishing helps authors navigate the complex journey from manuscript to published book. With services spanning editing, design, printing, formatting, and distribution, Maddy’s team manages intricate projects with many moving parts.
“At the time I was kind of struggling and really stressed. I was just saying to a friend, ‘how do you manage it?’” Maddy recalls. With six team members (four being freelancers) and rapid growth, she found herself overwhelmed by the complexity of managing numerous clients with unique needs.
The SYSTEMology Lightbulb Moment
Everything changed when a friend recommended David Jenyns’ SYSTEMology book. Though initially skeptical about systemizing her bespoke service business, Maddy quickly recognized the potential.
“I read your book and I mean, I was hooked. And it made complete sense to me. Especially because my business has so many different elements, it’s all about project management,” she explains to Dave during the interview. “SYSTEMology has helped me work out how to manage a project right from the beginning all the way through.”
The misconception that bespoke services can’t be systemized was quickly dispelled. Maddy found that well-designed systems could actually enhance her ability to deliver customized publishing services.
“Our systems aren’t necessarily very structured in that way, they’re allowable things to be bespoke,” she notes. “I mean, a client gets to make their own decisions a lot of the time and we give them lots of different options but still within those options we have systems.”
Implementation: Building Publishing Systems That Work
Maddy’s implementation of SYSTEMology principles included:
- Conducting a team meeting to identify pain points and system gaps, asking: “Can you tell me what things you really struggle with?”
- Implementing project management software (monday.com) to track all clients and freelancers in one place
- Restructuring departments based on team strengths rather than historical divisions
- Creating clear documentation for each publishing service pathway
- Developing systems flexible enough to accommodate bespoke client needs while maintaining efficiency
Dramatic Improvements in Capacity and Service
The impact of implementing SYSTEMology principles was immediate and significant. One particular win came from optimizing their marketing reporting system.
“We offer marketing to our clients and at the end of each month we were giving them in-depth KPI data about how their social media platform was going. That took two or three weeks sometimes to develop,” Maddy shares. After analyzing the system, they discovered clients weren’t particularly interested in these detailed reports.
They adjusted their system, offering simplified one-line summaries with an option for detailed reports at an additional cost. “Wow, has that transformed that department! They have one week extra per month where they’re actually doing the work and they’re much happier and the customer service is improved.”
Key Lessons From Softwood’s Systems Journey
- Begin with pain points: “If there’s been a mistake made, there are two reasons why. Either the member of staff has ignored the system, or the system didn’t work in the first place.”
- Shift your mindset: “I think it really changed my mindset from small business to big business. I’m thinking, okay, what happens when we do have CEOs and directors and board meetings?”
- Start before you’re ready: “I think I should have started this earlier. I think I would have looked at the department heads earlier.”
- Delegate effectively: “I had a habit of not delegating, so I’ve been really learning how to delegate and that’s really helped me.”
- Trust the process: “It’s only when I started actually doing it, that I saw the benefits quite quickly. It’s that boost that goes, oh, it works. Okay, I get it now.”
By embracing systems, Softwood Self-Publishing has transformed into a more efficient, scalable operation while maintaining the personalized service their authors expect. “In the last few years it’s been a big transformation,” Maddy reflects. “If I started this earlier, it would have helped a lot.”
Bring Structure to Your Creative & Bespoke Services
Running a bespoke service business doesn’t mean you have to start from scratch every time. The right systems don’t limit flexibility—they support it. SYSTEMology gives you a framework to capture the repeatable parts of your business, so you and your team can focus more on high-value, client-specific work.
Whether you’re offering creative, personalized, or high-touch services, SYSTEMology helps you streamline operations, reduce overwhelm, and scale with confidence—without losing the personal touch that sets you apart. Download our free systems resources and templates to start systemizing your business today!
