The hard truth about professional services is that most influencers build their businesses on UN-scalable advantages which are not enduring, sustainable or transferable. What goes wrong when we decide to scale up the wrong thing? What do we do when we’re getting close to maxing out our own personal time and effort? What are the 4 elements we need to have figured out before we consider scaling up a professional service? On this solo episode, I talk about the wrong things to scale a business on, the big misconception we have about getting new customers, and the difference between scaling up in theory and what it’s like in reality.