Your LinkedIn, written for you. From a 10-minute voice memo.

We lost our biggest client in March. It was 30% of revenue.

The email came on a Tuesday. Polite, short, "going in a different direction." I read it three times and then went for a walk, because I didn't trust myself to reply.

Here's what I'd tell any agency owner who's where I was a year ago:

One client at 30% isn't a client. It's a boss.

We'd bent our process around them. Their review cycle became our review cycle. Their tools became our tools. When they left, we had to relearn how to work with everyone else.

What we changed:
→ No client above 15% of revenue. If one grows past that, we go and find the next one.
→ One onboarding process for everyone, written down.
→ I spend Friday mornings on new business, even when we're busy. Especially when we're busy.

Seven months later we have more clients, smaller ones, and I sleep better.

The loss hurt. But the real problem started much earlier: the day I stopped looking for new work because one account felt safe.

If you run an agency: what's your biggest client as a percentage of revenue?

Our best feature came from a customer who was about to cancel.

She ran a 20-person HVAC crew in Ohio. On the call she said, "Your app is fine. My guys just don't open it."

I'd spent eight months building dashboards for office managers. The technicians, the people actually in the trucks, saw it as one more thing to log into.

So we asked her crew what they did use. The answer was text messages. All day.

We built a version where techs get their next job by SMS and reply "done" when it's finished. No login, no app.

It took three weeks. Usage across her crew went from about a third to almost everyone. She didn't cancel. She referred two other companies.

What I took from it:
1. The buyer and the user are often different people. Build for both.
2. "Fine" from a customer is a warning sign, not a compliment.
3. Your most frustrated customer is giving you free product research.

We still have the dashboards. Office managers like them. But the SMS feature is what people mention when they recommend us.

Most "we need more leads" problems aren't lead problems.

Last month a founder asked me to fix their lead gen. Ads were running, the website looked good, and the forms were getting filled in.

Then I listened to five sales calls.

On every call, the prospect asked the same question in the first ten minutes: "How is this different from [competitor]?" And on every call, the answer was different.

So the leads were fine. The story wasn't.

We spent two weeks on one thing: a single, clear answer to that question. One sentence the founder, the sales team and the website all use.

No new ad spend. No new channels. The demo-to-close rate went up within the month.

If your pipeline feels stuck, before you add budget:
→ Listen to five recorded sales calls.
→ Write down every objection.
→ Check whether your team answers the top one the same way.

It's the cheapest marketing audit there is, and most companies skip it.