How do you get hired for the work you haven’t done yet? Director Michael Fagan went from small corporate jobs to six-figure commercials by creating his own opportunities, narrowing his focus, and staying relentlessly visible. His approach made me rethink my own path into commercial directing.

Filmmakers can have a busy, profitable year and still end up no closer to the work they want to be known for. Here’s how one clear goal can help you evaluate opportunities, protect your time, and say no—even to good paid projects—without damaging the relationship.