I just turned down a potential €50,000 client.
My team was shocked.
My business partner called me insane.
Even my mother asked if I was feeling okay.
But it was one of the smartest decisions I've made this year.
The prospect was a perfect fit on paper:
big budget,
urgent need,
ready to start.
But one red flag kept waving:
they wanted us to follow "industry best practices" at every turn.
Translation: They wanted us to be like everyone else.
I politely explained we weren't the right fit and recommended two competitors who would deliver exactly what they asked for.
The next day, we signed a €75,000 client who specifically chose us because we "don't do cookie-cutter marketing."
This wasn't luck.
It was "Burn the Boats" Positioning in action.
The "Burn the Boats" Origin
The name comes from an ancient military strategy: When armies landed on enemy shores, commanders would order their boats burned.
The message was clear:
There's no going back.
Victory is the only option. No retreat, no surrender.
In business, most companies keep their boats safely docked.
They want to appeal to everyone.
They avoid strong positions.
They sand down their edges until they're perfectly inoffensive.
And that's exactly why they struggle to stand out.
The Profit Paradox Nobody Talks About
Here's a truth that contradicts everything you've been taught about business:
The more people you try to please, the less profitable you'll be.
Let me prove it with numbers:
A client of mine sold design services to "small businesses."
Their average project: €3,500.
We narrowed their focus to "tech startups preparing for Series A funding."
Their average project jumped to €18,500.
Same service. Different positioning. 5X the revenue.
Why? Because specificity creates perceived expertise. And expertise commands premium rates.
The 3 Types of Clients You Must Repel
Most businesses are terrified of turning anyone away.
But the real magic happens when you deliberately repel these three types of prospects:
- The Price Shoppers: These clients see you as a commodity. By explicitly stating "we're not the cheapest option in the market," you force them to judge you on value instead of cost.
- The Control Freaks: These clients micromanage every detail. By stating "we don't work with clients who dictate our process," you attract those who trust your expertise.
- The Quick-Fixers: These clients want overnight miracles. By communicating "real results take time," you set realistic expectations that prevent disappointment.
Each group you repel makes room for ideal clients who value what you actually offer.
Why Most Businesses Are Too Scared To Try This
Most founders fear that excluding any potential business will shrink their market.
The opposite happens.
When you stop trying to appeal to everyone, three powerful forces activate:
- Clarity: Your marketing message becomes razor-sharp
- Confidence: Your team knows exactly who they're serving
- Contrast: You instantly stand out from generalist competitors
The narrower your focus,
the deeper your expertise becomes.
And expertise is what commands premium prices.
The Psychological Trigger That Makes This Work
There's a powerful psychological principle at play here:
We want what rejects us.
When you're selective about who you work with, you trigger a status shift.
Suddenly, clients are auditioning for you, not the other way around.
Here's how one client implemented this:
They added a simple "Who We're NOT For" section to their website listing five types of clients they wouldn't work with:
- Those looking for overnight success
- Those who want the cheapest option
- Those who won't implement recommendations
- Those who micromanage the process
- Those who won't share real metrics
Their inquiry-to-client conversion rate jumped from 22% to 41%.
Why? Because the wrong-fit clients filtered themselves out, and the right-fit clients felt like they'd found their perfect match.
How To Implement "Burn the Boats" Positioning
Ready to try this approach? Here's your implementation plan:
- Define your anti-client: Create a detailed profile of who you DON'T want to work with (hint: it's probably the clients who drain your energy and resources)
- Create your rejection list: Develop 3-5 clear criteria that disqualify prospects from working with you
- Make it public: Add a "Who We're NOT For" section to your website
- Script your rejections: Create templates for politely turning down wrong-fit prospects
- Track the results: Measure both quantity AND quality of leads after implementing
The hardest part is actually turning people away. The first few rejections will feel terrifying. But each time you say "no" to the wrong client, you create space for the right ones.
The Final Test: Would You Rather Be Liked or Respected?
Most businesses optimize for being liked. They avoid controversy.
They try to please everyone.
They end up bland and forgettable.
The most successful businesses optimize for respect.
They take stands.
They draw clear boundaries.
They proudly declare who they're NOT for.
And they end up with clients who value them, pay them well, and refer others just like them.
It's your choice:
Build a business that tries to please everyone, or one that serves the right people extraordinarily well.
I know which one leads to higher profits, better sleep, and more meaningful work.
Are you ready to burn your boats?
Jan
PS: Has a client ever made you question whether you're in the right business? Next week I'll share "The Pattern Interruption Formula" – how to capture attention in a world of endless distractions.
