Scaling doesn’t usually fail because of a bad product. It fails because focus erodes slowly, one customer, one feature, one exception at a time.

In this episode, Keith Norris shares the decisions that nearly broke his company and the hard reset that followed. From serving too many customers across too many industries to running multiple products that were effectively separate businesses, this is a candid look at how complexity quietly compounds until a CEO is forced to choose.

He also walks through a rarely discussed phase of company building; pulling back from overextension, navigating painful investor conversations, and deliberately choosing simplicity over sprawl.

Rather than offering growth hacks or frameworks, Keith explains how real CEO decisions get made under pressure when capital structure changes; incentives break, and survival matters more than optics. This episode is about judgment, not tactics.

If you’re juggling multiple products, markets, or growth paths, this conversation will help you recognize when expansion stops being progress.

Check Keith's work at https://www.kpifire.com/.

Say hello to Keith!

Facebook: https://www.facebook.com/KPIFire/

Instagram: https://www.instagram.com/kpi.fire/

LinkedIn: https://www.linkedin.com/in/keithnorris/

LinkedIn: https://www.linkedin.com/company/kpi-fire/

YouTube: https://www.youtube.com/@KPIFire

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