Tony runs a 12-person engineering services firm.
Started out doing MEP design for commercial fit-outs and was genuinely excellent at it.
Then a client asked if they could handle project management on a hotel renovation. Tony said yes because revenue is revenue and he figured his guys could stretch.
Then a developer asked if they did procurement consulting. Tony said yes again.
Then sustainability audits. Then commissioning. Then site supervision for a residential tower which had nothing to do with what his team actually knew how to do.
But the client was paying so Tony said yes.
Today his website lists eleven service lines.. but his team is competent in maybe two of them.
Tony spends his mornings bouncing between projects that have nothing in common.
His senior engineer is managing a procurement deliverable he has no training for. Two juniors are on a sustainability audit using a template they found online because nobody in the firm has done one before.
Tony spends his time sitting in status meeting listening to updates on projects he shouldn’t have taken, solving problems that shouldn’t exist, and working nights because the daytime is consumed by chaos.
His team is frustrated.
His clients are mediocre work across the board instead of the excellence they thought they were hiring him for.
And Tony is personally holding the whole mess together with caffeine and willpower.
It’s the cost of “growing the business” he tells himself.
He’s actually diluting it.
Every yes that falls outside your core expertise doesn’t add revenue. It adds complexity, stress, and hours to your week while quietly eroding the reputation you built doing the thing you were actually known for.
Focus beats “everyone’s a customer.”
A niche isn’t a limitation. It’s the thing that lets you charge more, deliver better, and go home at a reasonable hour.
That’s what Module 2 of Fall in Love with Your Business Again digs into. Smart growth built around the timeless fundamentals that create real value instead of just burying you with “work”.
Before 30 April, you can join as a “pioneer” and gain lifetime access to the program and all is monthly meetings for a one time fee of $97.
From the 1st of May, 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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P.S. Feeling trapped in your business? Turn it into an Asset you love to run – and that investors want to own.
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