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Why I Set Upper Limits (And Why You Probably Should Too)
“When you give in to envy, the best you can hope for is second best — because you’re following someone else’s path, not forging your own.”
— Company of One, Paul Jarvis
I used to chase growth like a badge of honour.
More clients. More revenue. More content. More tools. More followers. More, more, more.
It looked impressive on the outside — especially to people who measure success by scale. But inside? It was exhausting. Unsustainable. And honestly, not that fun.
Now, I run a lean business called Four Hour Freedom. I work four hours a day. I make enough money to support my family, recover from a stroke, and build something meaningful. And I set strict upper limits.
Not because I’m lazy.
Because I finally realised growth for its own sake isn’t the goal.
The Myth of More
We live in a world that worships scale. “10x your audience.” “Push for £100k/month.” “Hire a team or stay stuck.”
But here’s the thing: what if the life you want doesn’t require constant expansion?
What if it’s possible to grow just enough — then stop?