The Clients You Don't Need

One of the first questions I ask a practice isn't who they want to work with.

It's who they don't.

I've found that's often the harder question to answer.

Most practices spend a lot of time thinking about their ideal client. Far fewer spend any time thinking about the clients they should probably say no to.

I think that's a mistake.

Not every enquiry deserves your attention. Not every project fits the direction of the practice. And not every opportunity is actually an opportunity.

Saying yes feels productive.

I've seen plenty of practices become incredibly busy doing work they never really wanted to be known for.

The problem is that every project leaves a footprint.

It shapes your portfolio. It influences who gets in touch next. It slowly builds your reputation, whether you intended it to or not.

This is why I think positioning is as much about exclusion as it is about focus.

Being clear about who you're for is important.

Being equally clear about who you're not for is often what creates the biggest shift.

Speak soon,

B