#34 The passenger problem

Hey there,

If you’ve ever been asked, “What are your goals?” and your honest answer was “I don’t know,” this episode is for you.

This comes up constantly in our conversations with solos and micro-agency owners who are killing it. Great clients, solid revenue, good work. But somewhere along the way, the business started driving itself, and they just... went along for the ride.

That’s the passenger problem.

You’re not unhappy. You’re not broke. You’re just not sure where any of this is going.

Katrina’s back on the mic for this one, and the three of us dig into how people end up here in the first place (Erica shares her own version of this story), why referral-only pipelines are often the gateway drug to passenger mode, and what it actually looks like to get back in the driver’s seat.

We also break down reactive choices, like “what does this client need?” versus directional ones, like “what do I want this business to become in three years?”

The difference between those two modes changes everything about how you run your day.

We also share a few real client stories. Like how one client was doing 40K a month and seriously considering going back to get a job because he felt directionless. Then he made one critical decision, and within a month, doubled his revenue.

We also get into the “when is enough enough” question, which honestly haunts all of us. Brendan Hufford said something to us a while back that still lives rent-free: “You can’t go up and to the right forever.” Or maybe you can.

But do you want to?

See you inside.

Cheers,
Nick, Erica, and Katrina

(00:00) Intro
(00:58) Defining the passenger problem in business
(03:14) How founders become passengers unintentionally
(07:12) Lead sources, referrals, and control debate
(14:11) Aligning life goals with business direction
(24:02) Reactive growth versus intentional business design
(26:17) Asking when enough is enough
(26:46) The hidden cost of endless self-optimization
(27:09) Choosing ambition without burning out
(28:28) Passenger decisions versus driver decisions
(30:10) Setting direction without a business roadmap
(32:33) Service models at Digital Press and Category Pirates
(38:21) Deciding involvement in client relationships
(44:03) Clarity as the cure for indecision
(51:25) Why direction simplifies every decision

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