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What if you're lucky enough to be in a hot market, such as cybersecurity, or certain parts of IP? You may be in the enviable position of not being able to take on any more work. Should you pay any attention to marketing? 

While getting more business may not be a concern in a hot market, what KIND of business you have should be. When business comes in fast and furious, little attention is paid to, "Do we want this client?" But that is precisely the question.

Being in demand will introduce you to the 80/20/30 Corollary to the 80/20 Rule: 80% of your revenue and profits come from 20% of your clients, but 80% of your aggravation and distraction comes from the bottom 30% of your clients, whose demands for time and attention are disproportionate to their economic- or strategic value.

When you're so busy that you couldn't accept another client and still do a good job, it doesn't mean you can't grow. It means you can't grow in the same way you used to view growth. The correct response to high demand is a price increase, either directly or indirectly.

A direct price increase isn't complicated. You simply charge more, which will discourage those at the bottom of the demand stack, who may not appreciate your value, and would have contributed to the 80/20/30 problem. 

An indirect price increase occurs as the result of establishing an optimal client profile, and accepting only those clients who match it. These clients understand your impact on high-value problems, and recognize that your cost, in relationship to the economic impact of those problems, is relatively minor. 

When you're in demand, you can deliver only so much work. If you don't want--or can't accept--MORE work, you have to make sure you get BETTER work.

The final component in this happy scenario is recognizing that your capacity limits are likely a signal that you're doing too much of the work yourself. You need to think through how to change your service delivery model to allow you to offload more of the implementation work to others, freeing you to accept more high-value clients because you've narrowed your role to only those aspects that actually require your unique abilities.

Mike O'Horo

Don't wait until this problem reaches an acute level that paralyzes you and removes your options. A gilded cage is still a cage. Get in touch with me and let's think through your desirable problem and come up with ways to get it under control and create more freedom for you.