There’s a documentary called Jiro Dreams of Sushi about a man named Jiro Ono who runs a ten-seat sushi restaurant in a Tokyo subway station.
No appetisers. No desserts. No drinks menu worth mentioning.
No private dining room. No second location. No franchise. No cookbook empire. No product line.
Just sushi.
He’s been making it for over 70 years. He’s in his nineties now and still shows up every day to do the one thing he decided to master when he was a young man.
The result?
Three Michelin stars.
A months-long waiting list.
People fly from around the world to sit in a basement restaurant with no bathroom and eat twenty pieces of fish.
Jiro didn’t grow by adding things. He grew by refusing to. Every time the world offered him a distraction disguised as an opportunity he said no and went back to the fish.
Most business owners do the opposite.
A client asks if they can handle something outside their core service and they say yes because the money is right there. Then another request comes in that’s adjacent but not quite what they do. Yes again. Then a whole new service line gets bolted on because a competitor started offering it and they don’t want to fall behind.
Three years later they’re running five service lines, good at maybe one of them, and wondering why growth feels like a grind instead of momentum.
Jiro understood something that took me years of working with business owners to fully appreciate. Focus isn’t a limitation. It’s the thing that makes you the only choice in your category. The thing that lets you charge what you’re worth. The thing that makes clients come to you instead of you chasing them.
When you try to be everything you become nothing in particular.
Tomorrow Module 2 of Fall in Love with Your Business Again goes live. Niche and focus is one of the four growth levers we break down inside it. Not theory. The practical shift that turns your business from a scattered mess into something with real direction.
Pioneer pricing with a one time $97 payment for lifetime access to the program and all monthly meetings is closing soon on 30 April.
After that it’s $997 for the program and $197 monthly for the monthly group cohort access.
Click here to claim your Pioneer Lifetime Spot.
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George Sotiropoulos uses the story of Jiro Ono, the legendary sushi chef from the documentary Jiro Dreams of Sushi, to illustrate why niching down and maintaining focus is one of the most powerful growth levers for SME business owners. This connects to Module 2 of his programme End Burnout — Fall in Love with Your Business Again, which covers smart growth strategies including profitable niches, differentiation, recurring revenue, and customer loyalty