One of the most valuable lessons I’ve learned in the garden is the importance of focus. When I pour my time and energy into mastering just a few crops—rather than spreading myself thin across dozens—I get better results. Not only do the vegetables thrive, but I also learn how to grow, market, and sell them in a way that builds momentum season after season.
Take Sun Gold tomatoes, for example. When customers know me for that Sun Gold—the one they crave all year—they come back looking for it again. But building that kind of loyalty takes time. If I switch varieties every season or try to grow everything under the sun, I risk confusing my customers and losing that hard-earned trust. The same goes for how I sell: if I’m constantly changing my offerings, I never give myself the chance to refine how I talk about the product and connect with my market.
I’ve found that herbs play a different role. They’re complementary—great add-ons, like basil or cilantro that ride alongside the main dish. But they’re not the focus. They don’t get the marketing energy or define the customer experience in the same way.
That principle of focus applies more than ever to my work at ThreeWill. We’re pushing ourselves to excel at one core service—to make it our signature offering – The ThreeWill Way. Around that, we offer a few strategic “side dishes”—services (we call them Quick Starts) that complement the main dish but don’t compete with it. This kind of focus lets us zero in on our marketing, speak directly to our ideal clients, and build stronger, repeatable outcomes.
We’re also focusing on three core verticals, which allow us to not just understand the most appropriate tech stack, but to deeply understand the business challenges and opportunities in those spaces. That level of depth only comes from focus.
Focus, of course, is easier said than done. It takes courage to trim your offerings. There’s always the temptation to cast a wider net. But I’ve found that trimming back is often what allows something to truly grow.
I’d love to hear from others—how are you striking the balance between being focused and staying flexible?
This post first appeared on June 6, 2025 in Sowing Success, my weekly LinkedIn newsletter on leadership and organic farming. Read the original on LinkedIn.
