In 2012, I made a terrifying decision.
I killed off half my business.
We were doing ok — websites, logos, a bit of everything.
But I knew if I wanted to grow, I had to specialise.
So I went all-in on one thing: email marketing.
No more generalist fluff. Just Mailchimp, email strategy, and inbox results.
The result?
→ Got listed on Mailchimp’s Expert Directory in 2013
→ Invited to Mailchimp HQ in 2019
→ Became their #1 global partner by 2020
→ Scaled my agency to $60k MRR
→ Built GrowthKit off the back of it
The takeaway?
Focus isn’t limiting. It’s liberating.
You don’t need more skills.
You need sharper edges.
Pick one thing. Own it. Build systems around it.
That’s how you scale without the chaos.
I teach this inside GrowthKit — starting with defining your 10x customer and niching down properly.
Don’t try to be everything.
Be the best at one thing.
Email did it for me.
What’s yours?
