This document outlines 10 lessons for creative services businesses based on behavioural science. It discusses how context, timelines, breaks, planning, embracing uncertainty, data, openness, human factors, intuition, and leadership influence business outcomes. The key lessons are that context strongly impacts decisions and performance; tight deadlines can boost productivity but also lead to depletion without breaks; planning should account for errors since the future is hard to predict; luck and opportunity should be embraced but not blindly; human relationships and culture have outsized effects; and leadership must model desired norms. An outside perspective can help recognize biases that insiders may not see.