Evaluate · Chapter 2 of 3
The no-fit case
Write down, in plain language, the person your work is not for.
The no-fit case is the paragraph most founders never write, because it feels like turning down business. It is the opposite. It is the paragraph that makes the right-fit reader lean in.
"This is not for you if you want a shortcut, a viral hack, or a done-for-you agency. It is for you if you have something quietly good and you are tired of being overlooked." Two sentences. Enormous filtering power.
Apply this week
- Write your no-fit paragraph.
- Put it on your homepage, About page, or product page. Somewhere the wrong reader will see it before they buy.