Build a filtering system: look at clients that fit your service offering, deliver good margins, are fun to work with, **have product market fit**.

When I started out 3-4 years ago, we were doing everything for everyone: startup, scale up, no budgets, big budgets, etc.

Having done some introspection I have learned that my ideal clients shared a similar profile: have existing teams in place; brand, creative, digital product, perf. marketing and they want to sharpen the spear. Most importantly, they have product market fit. They already have traction and want more incremental value out of their media budgets.

Sounds like BS, but Pareto principle is magic and having clarity around your ideal client does wonders.

Very isolated example/filtering criteria, but we now only work with clients that can spend $100k/pcm and we are booked up till Q2 2021. Any inbound lead that is too early or not right – we send them to our competitors.

Fuck playing by conventional rules. If you know you can drive value for a business/founder/marketing dept – shoot for the moon.

Don’t get lost in the weeds.