One of my missions is to create products and services that makes me fulfilled as a teacher and coach. Yes, I know it’s selfish but I would rather think about my own standards than sucking up to my clients (students, in my case), peers, and authority figures to seek their validation. Marketers and business owners may frown at this but that’s okay.
The freedom to create what I want gives me the immense power to say, “this isn’t for you” or that “I didn’t make this for you, perhaps, you’re better served with an alternative.” It’s a clear indication that my value system isn’t the same as yours and that’s okay. It doesn’t have to be that way.
This may not resonate with you since you’re focusing on building a profitable business. But more small and medium businesses have become profitable by choosing to be exclusive to their audience than you would like to imagine. Thinking you can serve anyone and everyone isn’t just a poor business strategy but a foolish one as well.
Thankfully, it isn’t too late. You can still go back to the drawing board and carefully consider the minimum viable audience you would like to serve. If you’re a (very) small business with just one client that happens to be conglomerate, great! They’re buying because they find your services valuable. What other departments can you serve? Work your way up from there.
The idea is to remain focused on your mission instead of getting trapped into the unnecessary pressure of scaling up. Believe me, it’s overrated. Building a business that reflects your values and passion is what gives you the freedom to choose whom to work with and what to charge, which translates to profitability overtime.
And that can only happen if you’re bold enough to “shun the non-believers” as Seth Godin would say. The question is, are you?