Everyone knows the story of The Tortoise and The Hare. A beloved children's story, one of Aesop's Fables, tells the story of a race between a tortoise and a hare. The tortoise, tired of being taunted by the hare, challenges him to a race. The hare, overly confident of his success, decided to take a nap midway through the race. He awoke to find that the tortoise had overtaken him and won the race. This brings up an interesting question: Can growth be a bad thing? The answer is: Sometimes.
We put our blood, sweat and tears into building a thriving company and turning away business seems to be antithetical to that effort. But it's not.
Who is your target customer? The business landscape is decidedly different than it was when I started my business 20+ years ago. There are more businesses competing for the same space - there's more noise and attention spans are much shorter. This means you have to be more creative and more dedicated to your marketing efforts. Businesses who put their marketing on the back burner are destined to be relegated to the annals of history as failed experiments.
To be most effective in your marketing efforts, you need to define your target market. Attempting to sell to a general audience is extremely difficult and usually ineffective. The key is to define your niche market, identify their needs and work to address their challenges. But that is easier said than done.
If you run a business, hiring is an unavoidable part of the process but hiring and training new staff is costly and time consuming eliciting the adage 'Hire Slow. Fire Fast.'