Who Are You For? Building a Business with the Right Clients

One of the most critical lessons you’ll learn as a business owner is this: you are not for everyone. Identifying the clients you want to work with—and those you don’t—can make or break your business. Here’s how I’ve navigated this in nearly two decades of running my own business.

Why “Anyone” Is Not Your Client

When I first started, I’d take on anyone willing to pay me. I did what many new entrepreneurs do: cast a wide net and hope for the best. Over time, I realized this approach left me drained and unhappy. It taught me an important truth: just because someone is willing to pay you doesn’t mean they’re a good fit for your business.

Now, I’m highly selective. I interview potential clients, not the other way around. I need to know their goals, family dynamics, work style, and whether they prefer authentic strategies over “bro marketing.” This ensures we’re a match, saving us both frustration down the line.

Balancing Business and Life

Running a business from home can feel chaotic. My house is full of life—my husband, kids, pets, housekeepers, and gardeners—and that’s my reality. For me, paying for help, like a housekeeper or gardener, isn’t bougie; it’s necessary. It allows me to focus on work while maintaining a clean, happy home.

Think of it this way: if I can earn $150 in 15 minutes, does it make sense to spend an hour cleaning my house? Absolutely not. By outsourcing tasks I dislike or don’t have time for, I’ve freed myself to focus on what I’m best at.

Time Blindness and Client Expectations

I’ve recently come to terms with what people call “time blindness.” Sometimes, I get so deep into work that I lose track of time. While this can lead to being late or missing calls, my clients stay because I’m generous with my time. They’ve learned that even if I’m late, I’ll show up ready to give them more value than they expect. This has built a foundation of trust.

If a client can’t understand my quirks or expects corporate-level rigidity, they’re not for me. As a business owner, you’re allowed to set your boundaries and choose clients who respect them.

Empowering Clients vs. Creating Dependency

I’ve seen too many entrepreneurs fall into the trap of creating client dependency. This might feel like job security, but it breeds resentment when clients lean on you for every little thing. Instead, I empower my clients. Whether teaching them how to handle tasks or bringing their virtual assistant into our meetings, my goal is to help them run their business efficiently—with or without me.

Clients shouldn’t feel helpless without you. They should trust your expertise and value your guidance while being capable of running their business independently. This approach fosters long-term relationships and mutual respect.

The Three Questions to Find Your Focus

If you’re struggling to figure out who you’re for, ask yourself these three questions:

1. What do you love doing that you want to do more of?
   Make a list. This is where your passion and niche lie. For me, it’s automation—I’ve become an expert in tools like Keap because I enjoy it.
2. What do you hate doing that you never want to do again?
   Identify tasks that drain you. For example, I no longer handle voicemail or travel plans. If something’s essential but not for me, I delegate it.
3. What’s something you wanted to do this year but didn’t have time for?
   This question highlights priorities you’ve been neglecting. Years ago, I sacrificed family time for work, but a wake-up call led me to set strict boundaries—no nights or weekends.
   

Setting Boundaries and Building Longevity

When I set boundaries, I expected to lose clients. Instead, I gained their respect. Boundaries not only preserve your well-being but also attract clients who value and respect your time. Over the years, this approach has led to lasting relationships with clients, some of whom have been with me for nearly two decades.

Long-term client retention isn’t about creating dependency. It’s about building trust, providing value, and empowering clients to succeed on their own terms.

Self-Care and Sustainability

Self-care looks different for everyone. For me, it’s family time and working out. For others, it might be travel or quiet time. Whatever it is, prioritize it. When you’re happy and fulfilled, it reflects in your work and relationships.

Final Thoughts

You can’t be everything to everyone, and you shouldn’t try to be. Focus on who you are for and build your business around that. By aligning your passion with your clients’ needs, setting boundaries, and empowering those you work with, you’ll create a business that’s not only profitable but also fulfilling.

Remember the three questions and revisit them whenever you feel stuck. They’ll guide you toward clarity and help you build a business you’re proud of.

And finally, pay it forward. Help the next generation of entrepreneurs find their footing. We rise by lifting others.