In the fast-paced world of entrepreneurship, especially in the realm of public relations, the mantra of growth and value creation often dominates our conversations. Yet, in the past month alone, I made the conscious decision to turn down two potential clients. This may seem counterintuitive, but let me share the insights that led to this choice.
Over my four years as an entrepreneur and publicist, I’ve come to understand a crucial truth: not every client is an ideal client. On paper, they may tick all the boxes, but the reality of how they treat you and others can reveal a different story. The relationships we cultivate in business are not just transactional; they profoundly impact every aspect of our lives and our work.
The caliber of our existing clients speaks volumes about our values and the standards we uphold. We are fortunate to collaborate with professional, kind, and considerate individuals and organizations. This positive environment fosters a compounding effect that enhances our productivity and creativity. When we encounter potential clients who, despite appearing to fit our ideal profile, demonstrate less-than-ideal behavior, it becomes painfully clear that they are not the right fit. In such cases, my advice is simple: walk away. The confusion and discomfort that arise from misaligned values can be a significant distraction, pulling focus from our primary goals.
Another critical factor in my decision-making process is niche alignment. Recently, I was approached by a client whose needs did not align with my core focus on media coverage for businesses and NGOs. While the financial incentive was tempting, stepping outside my niche would have come at too high a cost. Yes, there are opportunities for growth and experience in diverse areas, but timing is everything. When you’re building momentum in one direction, a seemingly valuable opportunity that pulls you off course can derail your progress. In both business and life, maintaining positive momentum in the right direction is far more valuable in the long run than any short-term gains.
These two reasons—values alignment and niche focus—guided my decision to decline the two potential clients. As a relatively young business, just four years in, we are eager to work with a variety of organizations, from startups to multinational corporations, NGOs, and advocacy groups. However, it’s essential to recognize that not every partnership will be beneficial. Just as not every journalist is the right fit for your story, not every client will align with your business ethos.
This lesson has been pivotal in my journey. There was a time when I felt compelled to take on any opportunity to build my portfolio, but I’ve learned that there comes a season for reflection. It’s crucial to assess the strategic and softer values that each client relationship brings to the table.
As we navigate the complexities of growth and value creation, let’s remember that the quality of our client relationships can significantly influence our trajectory. By being selective and prioritizing strategic fit, we can cultivate a business environment that not only thrives but also aligns with our core values and long-term vision. After all, in the world of entrepreneurship, it’s not just about growth; it’s about growing in the right direction.
