I was frustrated I couldn't answer this a year ago.

What do you want more of in the future?

It sounds like a simple question.

But when someone asked me what I wanted to see more of in my business, I realised I didn’t have a clear answer.

At first, I thought I gave a general answer…

"Ahhh, more sales. No...profit!" 

They repeated the question: In the future, what part of your business do you want to see more of?

My mind instantly went to things like

More wholesale sales?

More customers?

More stores?

Profit?

But when I dug deeper, I realised that more isn’t always better—it’s also more complexity. More moving parts. More stress.

So I took a step back and started unpacking it.

Margins: What revenue streams actually drive profit, and which just create work?

I didn't have a clear understanding at the time...

Capacity: What can our team realistically deliver without breaking, needing massive investment, or finding talent we didn’t have?

I was only looking at opportunity.

Market Opportunities: What trends and shifts could create long-term leverage so that things got better/easier as we grew?

I was only looking locally and for the next couple of years.

Complexity: What do we need to simplify or eliminate to scale effectively?

I wasn't looking to lean up to scale faster.

Future Vision: What type of business do I actually want to be operating in 5-10 years?

I wasn't factoring in how I would need to change or what I wanted in the future.

The more I searched for answers, the more clearly I could see that not every product we made was good. Not every revenue stream was profitable. And not every part of my business was scalable.

Asking ‘what do I want more of’ forced me to see where we were just following momentum instead of intention.

And it changed everything.

For example, we stopped chasing topline revenue and focused on the right revenue. 

We stopped hedging our bets across all customers and started discovering the right customers. 

And we stopped making inefficient products and started making products that made sense for our business. 

It’s about getting the right products, to the right people at the right price - and we weren’t playing this game on purpose.

Since that day we’ve been refining our offering, shifting our growth strategy, and making decisions based on where we want to be, not just where we are or what we’ve always done.

So I’ll ask you the question again.

What do you want to see more of in your business in the future?

More of the right clients? More of a certain type of work? More products/services that align with your long-term vision? More leverage and scalability?

Your (eventual) answer might surprise you. 

It might not be what you thought you wanted. 

But getting clear on it will shape every decision you make in the future.

And if you’re struggling to answer it—dig deeper. The answer is there.

It’s taken me nearly a year to find it, and I can tell you it’s been worth the journey.

I hope this helps!

Take care.