The Subtraction

The chart shows two panels. On the left, 42 small gray dots scatter under the heading where the effort goes, with a few gold dots mixed in. On the right, those five gold dots line up as a short list: the one channel that converts, the content library, the best-fit referral partners, the core service, and the vertical that refers itself. Out of 42 things in motion, five carried the good work over the last year. Most of the busywork never actually brought in business, so dropping it costs you nothing and reveals the real job.