When you try to serve everyone, you end up serving no one.

In this episode of Tenacity with Sonia C., Sonia Couto sits down with Gabriel Kaam, founder and CEO of K&R, to unpack one of the hardest, but smartest, growth decisions a founder can make: niching down.

Gabriel shares how focusing his agency on fashion and luxury e-commerce helped him land clients like L’Oréal, Givenchy, and Louis Vuitton, without a sales team. He opens up about the early struggles of scaling, why being small became his biggest superpower, and how founders can win trust from big clients, even when you’re still building.

You’ll learn:

• Why niching down is the key to sustainable growth
• How being small and flexible can attract global brands
• The truth about managing client expectations and setting boundaries
• How to sell your idea before your product
• Why cheap hires cost more in the long run

If you’re building a startup, agency, or SaaS, this episode is your reminder that focus isn’t a limitation; it’s leverage.

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