Stop Chasing Every Enquiry

One conversation I seem to have again and again is about winning better projects.

My first question is usually, "What are you saying no to?"

It's often met with a slightly puzzled look.

I think a lot of practices focus on attracting better work without giving much thought to the work they're happy to leave behind.

I understand why. Every enquiry feels like a potential opportunity, especially when the market is unpredictable.

The problem is that every project you say yes to shapes what comes next.

It influences the work on your website, the referrals you receive and, over time, what your practice becomes known for.

I've found that the strongest practices aren't just selective about the work they pursue. They're equally selective about the work they choose not to do.

That's not about being difficult or turning work away for the sake of it.

It's about having a clear direction.

Because once people know what you're known for, the right enquiries have a habit of finding you.

Speak soon,

B