Greetings, <<First Name>>!
You're doing your best work, for a client that really needs you, and you know you're making an impact.
You're in your zone of excellence. Why would we want to be anywhere else?
We need to design our work to spend the majority of our time and energy "in the zone."
From my upcoming book, Clarity Wins:
One of the greatest benefits a company can gain from identifying its sweet spot is the ability to say “no” to distractions dressed up as opportunities. Some client and project opportunities look very tempting, and the siren song of a major chunk of revenue can be very loud in your ears. But once you venture outside of your zone of excellence you risk doing substandard work (or work that takes twice as much effort for the same pay) and damaging your reputation.
(Clarity Wins book, Chapter 6)
Gaining clarity about your zone of excellence simplifies decision-making about the work we take on. Every business that has a clear "Yes!" statement about its best work equips itself to say "No" to work outside its sweet spot.
UPDATE: Clarity Wins is now in the final design/production stage, and will be released November 27th. Can't wait for you to see it!
King of Clarity