Business should be simple. And fun.

Hey Reader

Last year, I had one of those “everything’s fine… but somehow not fine” moments. I had consistent clients, stable revenue, and a schedule that should have felt manageable. But every week came with that same low-grade friction — the kind that makes even simple decisions feel heavier than they should.

The truth was nothing was actually wrong; I wasn’t behind or drowning. I was just building my business around too many different types of clients. Which meant every choice had multiple priorities attached to it, every system needed exceptions, and nothing ever stayed steady long enough to feel easy.

Here’s what that created:

• constantly shifting priorities
• decisions that never felt simple
• systems that broke the minute I built them
• progress that looked good on paper but didn’t feel good

If you’re feeling a similar drag, don’t assume it’s a discipline or delegation issue. In fact, I wouldn’t even encourage you to look at delegation or an assistant right now.

It might just be that your business is being pulled in too many directions at once. Which usually points to a lack of clarity around a critical, foundational piece of your business: your ideal client profile.

And if you’re rolling your eyes at that, I get it. I was exhausted by how often ICPs came up too. But roll with me here — I’m sharing a different, more practical angle on ICP… and the surprising operational side effects that come from finally getting clear on it.