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

Photo by Rahul Chakraborty on Unsplash

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?