"I know I'm underpriced. I just can't afford to lose anyone." That's what Kevin told me in our first meeting. He ran a small IT services firm, had been in business for eight years, and hadn't raised his rates in five. He knew his margins were thin. He knew competitors charged more. But every time he thought about raising prices, the same fear stopped him: what if clients leave? So he kept grinding. Worked longer hours to make up for the margin he wasn't charging. Said yes to

"I don't want to turn away good business." That's what most business owners say when you suggest they specialize. The fear makes sense: if you narrow your focus, won't you miss opportunities? Won't you be leaving money on the table? Here's what I've seen over and over again: trying to serve everyone costs more than it earns. The businesses that grow fastest and most profitably are the ones that got specific about who they serve and what problem they solve. The Real Cost of Be