He thought it was ‘close enough.’ It wasn’t.
Last week I spoke with an agency owner who learned an expensive lesson about growth. It’s one I’ve lived through too, more than once.
Here’s what happened:
He was on fire. His agency had just doubled revenue in a year, and clients were coming out of the woodwork.
Then a new prospect reached out. Not exactly his ICP, but “close enough.”
He thought, “Sure, we can make this work. It’s money. And we’re on a roll.”
He signed them. Then another. And another.
Within weeks, his production team was drowning.
The carefully built systems that made delivery seamless? Gone.
His bread-and-butter clients, the ones he built his reputation on, were now waiting longer, getting frustrated, and questioning the relationship.
Six months later, those “close enough” clients churned.
The cash was gone. The damage remained.
Sound familiar?
Here’s the thing…
The fastest way to break an agency isn’t losing a client.
It’s saying yes to the wrong ones.
Every time you onboard a non-ICP client, three things happen:
- Your systems fracture. The efficiency you fought for gets sidelined because now everything is bespoke.
- Your team pays the price. Morale tanks when you go against your values, creating confusion and broken trust.
- Your growth slows. The extra cash gets eaten by chaos. And when they churn (they usually do), you’re left with nothing to show for it.
The real cost of bad revenue isn’t the refund or lost margin.
It’s the opportunity cost of not going deeper in your lane, the thing that actually makes you scalable.
I’ve done this, too
At Scorpion, we struggled with this. Every time we said yes to “just one non-ICP client,” production bottlenecked, account managers struggled to learn new industries, and the flywheel slowed. At the time, the revenue seemed too tempting (but we were stubborn).
Your move:
If you want to scale, the question isn’t “How many clients can we close?”
It’s “Which clients will help us continue spinning the flywheel?”
Take 10 minutes today:
- Write down your ICP in painful detail.
- Make it your team’s North Star.
- Say no to everything else.
Because in this game, focus creates freedom.
CQ
