July 30, 2025

Can you help any kind of business?

Most folks I talk to are really good at what they do.

You probably feel the same way.

That being the case, you probably also feel like you can help any type of client from any industry.

Can you?

Sure, you probably can.

Should you?

No, you definitely should not.

Why not?

Opportunity cost.

What’s opportunity cost?

Basically, opportunity cost is the idea that if you take on Client A, then you CAN’T take on Client B.

Why does this matter?

It matters because if Client B is a much better client but you’re already too busy with Client A, then you missed out on a big opportunity and it’ll cost you big time.

For example...

Let’s say Client A is an early stage startup that barely has any money, is so busy they don’t have time to get you the stuff you need, and they micromanage you like crazy.

Then, while you are busy full time with Client A, Client B comes along. They are a DTC skin care brand doing $500M per year through their Shopify Plus store.

Because of the reality of opportunity cost, you can’t take Client B - which would be a much better client - because you are slammed with work from Client A.

Of course, I’m oversimplifying a bit to make the point as clear as possible.

The more common “real world” version of this is that Client B never even hears about you because you’re so busy working for crappy Client As that you don’t do any of the marketing activities that would attract awesome Client Bs.

Here’s the thing...

Thinking that all clients are created equal is a trap that can keep you busy and broke.

For a business like yours, success does not come from getting better at your craft.

It comes from working with better clients.

And working with better clients comes from saying no to the crappy ones.

Yours,

—J

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