If you try to be everything for your customer, you can’t grow.

When we started out, we had technicians doing all sorts of work that was outside the scope of our contract. We’d pull cable, install home security systems, anything. If I had a tech on site and the client? had a deep fryer that broke, he probably would try to fix it.?

We tried to provide value by solving all their problems.

When in reality, all that was happening was an imbalanced co-dependent exchange where they controlled us. And we just kept doing more and more for less money. And then time for the renewal would come up and they would go, “Well, hey, we've been with you a few years. Seems to be pretty ironed out. How about a discount?”

?And we just kept doing more and more for a less amount of money. This is when we get busier and busier and busier, but we're not making any more money.

Solving a client’s every problem won’t make you money; it just makes you busy.

You keep having to spend more time in order to make more money.?

But you don't have any more time.?

You've got to figure out how to spend less time and make more money. You have to Specialize.?

I’m not advocating that you silo yourself so narrowly that there are only 400 potential clients for you in the world. But when you can get a narrative of specialization in your customer's mind, you can get a lot more money for your services.

And frankly, you probably need to be charging a lot more than you are.

If you take on more customers but you have less money in the bank, it's because you're not charging enough for your services. And one of the fastest ways to charge more for your services is to specialize.