You know that moment when you realize you’re your own worst enemy?

I had one of those epiphanies early in my career. I was hustling hard—churning out emails, running ads, delivering presentations—but I wasn’t getting the results I wanted. I’d tell myself I was “too busy” to stop and reevaluate. But deep down, I knew the truth: I wasn’t stuck because of my work ethic. I was stuck because I wasn’t clear about my ideal audience.

That’s the hard truth many of us face. We work ourselves into the ground, trying to sell to everyone, hoping someone will bite. But as the SLM report teaches, success doesn’t come from casting a wide net. It comes from laser focus.

It starts with identifying your ideal audience.

Here’s the thing: Not all leads are created equal. Some are tire-kickers looking for free advice and nothing more. Others are ready to invest but aren’t the right fit for your services. And then, there are your dream clients: people who are not only ready to pay but excited to work with you.

When you focus your energy on attracting and speaking directly to these dream clients, everything gets easier.

Your marketing becomes clearer.

Your appointments become more meaningful.

And yes, your bank account grows faster.

But here’s the catch: getting clear about your ideal audience requires some tough decisions. It means saying no to certain prospects. It means narrowing your focus instead of trying to please everyone.

It’s not easy. But once you do it, the results are undeniable.

So, here’s your challenge: Take a moment today to get clear. Who do you love working with? Who gets the best results from your services? What problems can you solve better than anyone else?

Don’t just think about it. Write it down. The act of defining your audience will help you attract the right people and repel the wrong ones.

Remember: clarity isn’t a luxury. It’s a necessity.

Kick butt, make mucho DEEnero,

Dave “Crystal Clear” Dee