📪 HH #55: I said no to $50k—here’s what it taught me

The Business of Saying No

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Good morning, haulers ☕

Let’s dive into something that doesn’t get enough attention: firing a client—or walking away before they even become one.

We’ve all heard the mantra: “The customer is always right.” But we all know that's some happy horseshit 👉 here’s the truth: not every client is worth your time and energy.

Sometimes, saying “no” is the best decision you can make—for your business, your sanity, and your long-term success.

In today’s newsletter, we’ll cover:

1. Why saying “no” is essential for growth

2. Red flags to watch for when evaluating potential clients

3. The hidden costs of chasing every opportunity

4. How redefining success can transform your business and your life

By the end, you’ll understand why walking away from the wrong opportunities isn’t failure—it’s growth.

The $50k Wake-Up Call

Recently, I turned down a big money deal—a client projected to bring in around $50,000 annually. At first glance, it seemed like a no-brainer. But as the process unfolded, it became clear that this client wasn’t a good fit.

After numerous Zoom calls, endless emails, and multiple proposal revisions, I realized the constant back-and-forth wasn’t just a temporary hurdle—it was a preview of what working with them would be like.

The workload and stress they brought to the table far outweighed the financial gain. And that’s when I made the decision to walk away.

In the past, I would’ve jumped at the chance to take on any client with a big paycheck. But here’s what I’ve learned:

• Money isn’t everything. My business exists to make my life better, not harder.

• The true cost of a bad client isn’t financial—it’s mental, emotional, and even physical.

Saying “no” to $50k wasn’t easy, but it was the right move. It freed up time and energy to focus on strengthening relationships with existing clients, refining my services, and pursuing opportunities that align with my values.

As Steve Jobs so brilliantly put it:

“It’s only by saying no that you can concentrate on the things that are really important.”

Why Saying “No” Can Save Your Business

We’re conditioned to believe that more clients = more success. But not all clients are created equal. Some will energize you and help you grow, while others will drain your resources and hold you back.

How to Evaluate Potential Clients:

1. Trust Your GutYou know that little voice saying, “Something feels off?” Listen to it. Misalignment in early conversations is often a sign of future problems.

2. Weigh the Time vs. Money Trade-OffAsk yourself:

   • How much time will this client require?

   • What would I do with that time if I didn’t take this client?

   • Is the revenue worth the potential stress?

3. Set Boundaries EarlyClients who constantly push boundaries—whether it’s scope creep, unrealistic demands, or shifting goals—will likely continue to do so. Protect your time, your mental health, and your team by holding firm to your boundaries.

4. Think Long-Term, Not Short-TermIt’s easy to get caught up in the financial boost a client offers today. But ask yourself:

   • Will this client help or hurt my business in the long run?

   • Could they prevent me from taking on better opportunities?

Warren Buffett famously said:

“The difference between successful people and very successful people is that very successful people say no to almost everything.”

And I really feel that 👆

Redefining Success: What Are You Really Chasing?

We’re often sold a version of success that looks like endless hustle, 24/7 growth, and always chasing the next milestone. But here’s the harsh reality:

• Health suffers. Long hours and constant stress take a physical toll.

• Relationships strain. Loved ones get less of your attention and energy.

• Happiness fades. Achieving milestones feels good in the moment, but it doesn’t last if you’re burned out.

What Really Matters?

Take a step back and ask yourself: Why did I start this business? If your answer includes freedom, flexibility, or creating a better life, then overworking isn’t the solution.

For me, redefining success means:

• Time freedom: Spending quality time with family and friends without guilt.

• Health: Prioritizing physical and mental well-being over squeezing in one more task.

• Purpose: Doing meaningful work that aligns with my values and makes a positive impact.

• Financial security: Earning enough to feel comfortable without obsessing over constant growth.

Success isn’t about building the biggest business possible—it’s about building a business that supports the life you want.

Signs You’re on the Wrong Path:

• You’re constantly exhausted, even after rest.

• You feel guilty for taking breaks.

• You focus solely on business milestones, neglecting personal happiness.

• You think, “Life will get better after this next big goal,” but it never does.

Redefining success is about doing what matters, not about doing less. Recognizing these signs is your wake-up call to refocus.

What We Learned Today

1. Turning down opportunities—even big ones—is sometimes the best move for your business.

2. Not all revenue is created equal; difficult clients can cost you more than they bring in.

3. Success isn’t about endless growth—it’s about alignment, balance, and fulfillment.

4. Walking away from the wrong opportunities makes space for the right ones.

Final Thoughts

Walking away from a client doesn’t mean you’re failing—it means you’re growing. Every “no” clears the path for a better “yes.” And yes, I know how tough this can be, especially in the early stages of your business when you’re hustling for every single job, every lead, every dollar.

But as you grow and your time becomes more limited, you’ll start to understand the true power of focus. Success is about building a business that works for you.

Protect your time, energy, and sanity, and focus on what truly matters.

Stay true to your vision, and remember:

You don’t need to say yes to everything to absolute crush it. ✌️

Justin Hubbard

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