The Power of Thinking Smaller...
Why Your “Biggest Problem” Might Actually Be a "Focus" Problem
Hey there,
I’ve talked with hundreds of business owners, artists, creators and entrepreneurs, and I’ve noticed something fascinating: the ones struggling the most with being seen aren’t lacking in talent… they’re lacking in ‘focus.’
You know the feeling, right? You’re great at what you do. You’ve built the skills. Put in the hours. But when it comes to explaining it to others? That’s where things fall apart.
The instinct is to cast a wider net. To water down your message so it appeals to “everyone.” To say yes to any project that comes your way because who knows when the next one will show up.
I get it. I’ve been there.
But here’s the truth that transformed my own work (and might just transform yours):
The path to being truly seen isn’t by trying to be visible to everyone—it’s by becoming unmissable to someone.
The Smallest Viable Audience
Think about the last time you enthusiastically recommended something to a friend.
Was it a generic, mass-market product designed to appeal to everyone? Or was it something that seemed perfectly made for people exactly like you?
The things we can’t help but talk about are the ones that feel like they were created specifically with us in mind.
Yet when it comes to our own work, we do the opposite. We dilute our message. We become vague. We try to speak to everyone, and end up connecting with no one.
The Math of Remarkable
Let me show you some simple math:
If you try to appeal to 1,000,000 people and capture 0.1% of their attention, you’ve reached 1,000 people.
But if you focus intently on 10,000 people who share specific needs, values, and worldviews, and you connect with 10% of them, you’ve reached the same 1,000 people.
The difference?
In the first scenario, you’re shouting into the void
In the second, you’re having a conversation that matters
And those 1,000 people who connected with your focused message? They’ll tell others like them, because you gave them something worth remarking about.
The Clarity Breakthrough
Last month, I worked with a photographer who had been positioning herself as someone who “captures all of life’s special moments”—weddings, families, corporate events, real estate, you name it.
Her work was good, but clients saw her as interchangeable with dozens of other photographers in her area. Bookings were sporadic and price was always the deciding factor, as she couldn’t differentiate what she did versus other photographers that shot the same kind of work.
In our work together, we discovered her true passion and unique strength: documenting the relationship between adventurous couples and the landscapes they love.
With that, she narrowed her focus dramatically, reframed her entire brand, and started turning down work that didn’t fit.
Within weeks, she was booking clients who valued her specific vision—and were happily paying triple her previous rates. Not because she became a better photographer, but because she became a clearer one.
The Permission to Focus
I find that most people know, deep down, exactly who they’re meant to serve. But they need permission to say no to everything and everyone else. To be honest, the real reason is the fear associated with saying no.
So here it is: You have permission to be specific. To be focused. To say “this isn’t for everyone, and that’s the point.”
When you know exactly who you’re serving, every decision becomes easier:
What to post on social media
What services to offer (and which to retire)
What to charge (and why it’s worth it)
How to talk about your work
Most importantly, it gives the right people a clear reason to choose you and to tell others about you.
This Week’s Challenge
I want you to try something that might feel uncomfortable: Make a list of who your work is NOT for.
Be specific. Be honest. Write down the types of clients, projects, or audiences that drain your energy or dilute your impact.
Then, flip the page and define who your work IS uniquely suited for. Not broadly (“small businesses”), but specifically (“independent bookstore owners who are competing with Amazon”).
For the artists among you: Instead of saying you create “abstract paintings for art lovers,” try: “vibrant, large-scale abstracts for first-time homeowners who want their space to feel both energetic and sophisticated, but are intimidated by traditional galleries.” Feel how much richer and more specific that is? You can instantly picture not just the art, but the person standing in front of it, nodding with recognition.
Notice how your energy shifts. Notice how your language becomes more vivid and authentic when you’re talking to someone specific.
This simple exercise has unlocked more clarity for my clients than weeks of traditional “branding work.”
Until next time,
—Chris
P.S. If you’re struggling to find that focus—or you’ve found it but aren’t sure how to align everything else around it—I’ve got something that might help. Next month, I’m running a new program called 7 Day Brand, where a small group of us will work together to clarify exactly who you serve, what makes your work different, and how to build a platform that reflects it.
It’s for people who are ready to stop being fuzzy about what they do and start being known for the work they do best. We’ll spend 7 focused days together creating clarity and momentum, with everything you need to step confidently into your next chapter.
If you’re interested, reply to this email or check out 7 Day Brand here. Spaces are limited to ensure everyone gets personalized feedback and attention.
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