Why more revenue didn’t help until I focused on this.
For a long time, my focus was simple: sell more.
And that worked.
Revenue grew. Sales were strong. By any sales-based metric, the business was successful.
But the success came with a lot of weight.
As the business grew, so did the number of moving pieces. More support, more tools, more expenses, more things to manage. And a quiet fear sitting underneath it all: if I didn’t have enough support around me, everything would end up back on my plate.
So I kept spending.
Not recklessly — strategically, based on what I’d been taught. The dominant message as I scaled toward million-dollar years was clear: to make more, you have to spend more. Bigger team. Bigger stack. Bigger machine.
And while the revenue was there, the business didn’t feel free.
It felt heavy.
It felt complex.
It felt like I needed a lot to make more.
The real shift happened when I stopped centering the business around selling more and started asking different questions.
First: How much do I actually want to be working for this to make sense for the life I’m building?
Then: How do I make those hours more profitable?
That changed everything.
Once I got clear on what I was building and why, my decisions started to look different. I wasn’t chasing growth for growth’s sake. I was designing a business that could meet clear boundaries — around time, energy, and capacity — and still produce strong income.
That clarity made the bloat visible.
I could see where complexity had been normalized as “advanced”.
Where over-spending on a team had become a way to combat my fear of getting sucked back into the weeds rather than a strategic choice.
I wasn’t under-earning. I was over-building.
Too much team for what actually needed to happen.
Too many offers for the way I wanted to grow.
Too many moving parts creating work, expense, and pressure without increasing what I kept.
And this isn’t something that only happens at higher revenue levels.
I see it constantly with newer business owners too — people who are just getting started or trying to stabilise their income. Too many tools. Too much tech. Early team hires out of fear. Copying what other businesses are doing instead of building what their business actually needs.
Different income levels. Same pattern.
More moving parts create more pressure to make money, which then reinforces the belief that you need even more support to keep up. The cycle starts early, and it compounds if it’s never questioned.
In my case, selling more kept the business running but it’s shifting my focus to profit (and income earned per hour worked) that actually made it feel lighter.
That shift grew me as a business owner in the best way. It required cleaner thinking, better prioritisation, and a willingness to remove things that no longer earned their place.
That’s exactly what The Profit Reset helps you do.
It’s a practical playbook for seeing your business clearly and making intentional cuts so the right things can finally work. Inside, you’ll learn how to:
- identify where profit is being quietly eaten up
- decide what to remove, simplify, or consolidate
- stop funding complexity that doesn’t pay you back
- build a business that earns more from the hours you choose to work
This isn’t about shrinking your ambition. It’s about sharpening the structure underneath it.
If your business makes money but feels heavier than it should…
If a lot has to stay in motion for the income to hold…
If you’re working hard, but the money isn’t where you want it to be…
This is the reset.
Profit doesn’t come from pushing harder. It comes from choosing differently.
