Theory of Constraint: If your business is not growing as fast as you want it to, you are working on the wrong stuff. Strategy: What move will get me the most for the effort I put in? The more activity you have, the more you can let a little bit of that violence work for you but it ends up becoming a cap soon enough. And so with this individual, with the PR, we he cut 85%, we catered the messaging and we made it way more niche down to this specific avatar. We 10x the company strategy rather than thinking, okay, what am I going to do to just get more now?

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