That’s not what we do

“Thanks for asking, that’s not what we do.”

This sentence (or a derivative of it) needs to exist in every business.

Even if you’re short on work right now.

Even if you’re scared to turn down accounts.

Even if you’re not sure what happens next.

Do what you do. Master what you do. Create an experience that is intentional, thoughtful, and exquisite. Learn how to make it better and better for those who need a master at what you do.

And don’t dilute your craft by trying to serve everyone.

Saying No to the wrong folks is as important as saying Yes to the right ones.