If you think of the word "boundaries", the least likely thing you'll think of next is "freedom".

However, the opposite true!

For example, with our customers, when we started our business, we said YES to everyone who would give us money.

We just needed to stay busy, we needed the revenue, we needed the customers.

However, at some point, once you've dialed in your ideal customer, you need to start building boundaries...and saying NO to customers who suck.