Hey Reader,
In the past 10 days, six entrepreneurs have told me the same thing: they’re struggling to ‘niche down.’ Or, as I call it, define their One Thing—the thing they want to be known for.
It’s the #1 place where I see smart, ambitious, talented entrepreneurs struggle, and it’s the reason why, in The Solo CEO program, we spend so much time figuring it out.
When your One Thing is unclear (and let’s face it, it often is), everything in your business feels harder.
- Attracting ideal fit clients
- Delivering next level results
- Getting paid what you deserve
And yet, I know you’re probably resisting doing this work. It feels restrictive—like it will box you in and force you to choose between your skills, your passions, and your creativity.
I promise you, that’s not true.
When done right, your One Thing is expansive. It simplifies your business, amplifies your authenticity, and makes everything feel lighter.
Here’s why:
Mechanism vs. Outcomes
The problem isn’t you—it’s the advice you’ve been given about niching down (we talked about some of this (how to define your ideal customer) recenlty). But that’s not the only part of the advice that sucks.
It’s also that most of it focuses on:
- The one service you offer.
- The one industry you work in.
- The one skill you apply to your work.
- The one mechanism you use to solve a problem.
This feels restrictive and stifling, especially for multi-passionate or highly skilled professionals.
Hell, even writing this makes my shoulders tighten and my brow furrow.
No wonder you resist this idea—it sounds like a straightjacket for your creativity and skills.
Worse, it feels like a dangerous, high-risk decision to make.
- What if you pick the wrong One Thing?
- What if you go all in and realize it’s not right for you?
- What if you close all the other doors and suddenly find yourself trapped?
And so, you push back or avoid doing this work—keeping every door open, believing that it’s the smarter, safer, more liberating path. But it’s not.
Your ‘One Thing’ isn’t about how you work, it’s about the transformation you deliver..
Why Mechanisms Feel Constraining
Since you’re here, I’m betting that you’re a lot like me. You’ve spent years developing a wide range of skills and expertise—and you don’t want to give any of it up. You know that your diverse experience and generalist skill set is an advantage. It makes you innovative, creative, and able to regularly think outside-the-box to do really cool things for your clients.
When you only think about mechanisms, it feels like you have to cut parts of yourself off to fit into a box someone else designed.
It feels limiting because it is limiting. And it creates three big problems:
#1: Prospects Care About Results, Not Processes
As an expert technician, you are enamored with how you do what you do, but you need to put yourself in your clients and prospects minds. They will always care more about what you do for them than the specific way you do it.
And they are only interested in how you’ll solve their problem after they believe you can actually solve it.
#2: It’s Harder to Show the Value of Your Work
When it comes to delivering for clients, if you aren’t intentionally tracking its specific results (gathering data about where they were before you started and what you help them achieve by the end), you’re making it harder for your current clients to see your results.
And harder for you to prove your results to potential clients in the future.
#3: You Limit Your Growth Potential
When you tie your business to one mechanism, you miss opportunities to adapt and scale. You will resist learning new skills, adopting new approaches, and improving the results you deliver for clients.
Limiting the growth of your skills, but also the growth of your business.
Why Outcomes Are the Key to Freedom
Focusing on outcomes changes everything:
Clarity for you
Focusing on outcomes changes everything. It lets you stay true to your strengths, embrace your full skill set, and still deliver transformations your clients value. You can weave together your skills, experiences, and passions to create transformations for your clients.
With this approach, your diverse experience, your generalist nature, and your many skills are an advantage—not a potential distraction or point of confusion.
Clarity for your clients
This focus on outcomes helps your clients (existing and prospective) know exactly what they’re getting (or will get) when they work with you. And that clarity builds trust. The kind of trust that inspires your prospects to pay the higher rates you deserve.
Flexibility in your business
You can evolve your offerings, stay creative, and adapt to market needs without losing your core message. You have the simplicity and clarity required to create high-converting, high-value offers that prospects are eager to buy, but without forcing you to feel limited or constrained in your work.
It’s kind of the best of both worlds.
A Real Life Example
One member of The Solo CEO community joined feeling overwhelmed trying to narrow his focus. He had experience across a dozen different skills and tactics—how could he possibly choose?
Over a few iterations, we clarified his One Thing as the outcome he delivered, not the tools he used. This shift transformed his confidence, his messaging, and his business.
Now, he’s in final negotiations for a high-value project with an ideal-fit client—a deal he would have never pursued before.
If you’ve been resisting the idea of getting clear or narrowing your focus in terms of what you do for clients, I get it. But I promise you, clarity breeds confidence.
And you can find that clarity in a way that makes your life simpler and your business easier to grow, but without feeling constrained, repressive, or boring.
What’s the outcome you want to be known for? If you’ve been feeling stuck in the how, it’s time to focus on the what.
Reply to this email or book a call if you want help getting there. I’d love to help you find the clarity and freedom you deserve.
In love and growth,
Kasey
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