The cost of focus clarity is saying no

After working at three ad and marketing agencies that worked with global brands, I noticed they got really good at defining who is NOT an ideal user, customer or client. 

Big brands and the execs get clear on who they don’t want so all their focus goes to who is ideal.

That’s because you often get more of the customers or clients you already have. 

Saying no to a sell is hard, especially when you’re trying your best to grow. 

But the cost of focus and clarity is saying no