Most portfolios fail by showing everything — every project, every style, every era. The viewer, usually a busy person deciding fast, can't tell what you're good at or what you want. A portfolio that says everything says nothing.
Show the work you want more of
Only include pieces that look like the jobs you're trying to win. If you never want another logo project, cut the logos, however proud you are. A portfolio is a magnet — it attracts more of whatever you put in it.
Make the next step obvious
End with a clear, low-friction way to start a conversation. A beautiful portfolio with no visible 'here's how to hire me' quietly loses the people it just impressed. Show the work, then hand them the door.