Issue #152

Reader

Growth means expansion.
That's what everyone believes.

More markets. More products. More everything.

That belief is bleeding companies dry.

Alex Hormozi (whose businesses generate over $273,000 every day of the year) calls it the most expensive lesson of his career.

Every time he widened his focus, revenue collapsed, because one of violating a key law of business:

In the wrong circumstances, widening the focus dilutes strength. I'm talking kryptonite.

This morning, I just published a deep dive that takes this apart using a case study most strategists would call career suicide. Yet, the results are clear.

In the last nine months, this company saw business in NYC triple the amount of business they were previously closing nationally. All in nine months.

The details:

A building automation company. Small player.

Competitors the size of small nations: Siemens, Honeywell, Johnson Controls, Schneider Electric.

Each selling Frankenstein solutions claiming to do everything, everywhere, for everyone.

Going wide against them would have been suicide.

So we did something most strategists are constitutionally incapable of doing. We doubled down and tripled the business they were doing nationally, all in NYC alone.

Then refused to take the playbook anywhere else.

Here's what's inside the piece.

• How to find a market where the problem is so painful that customers have no choice but to solve it. And how to get there before anyone else notices.
• The math on why doing less makes you more money. A framework you apply the same day you finish reading.
• When the giants fight each other on who's the biggest, they leave a gap. The article shows you how to spot that gap, and the exact moves that turn it into 3X revenue.
• Custom-bagged coffee. New York hot dogs delivered after a presentation. The tiny gesture that sealed a massive deal. Steal it for your next pitch.
• Alex Hormozi's most expensive mistake, turned into a simple decision filter you use before your next growth move.

Growth by subtraction. It's the most underrated strategy in business, and right now it's hiding in plain sight.

​Read The Multitasking Myth: How Refusing to Scale 3Xed This Company's NYC Revenue →​

Do me a favor: Forward this to someone chasing "scale" by adding more to their plate. They need this more than they know.

Have an incredible weekend.
David

P.S. Wondering if you can do the same for your brand? Schedule a one-on-one call: https://DavidBrierCalendar.as.me/IntroductorySession​