You're not growing because it's expensive. You're just afraid of messing up.

Today in a session with a client, we uncovered a classic thinking bug.

Given: IT studio. Average check 250,000 rubles. We found a channel where a client costs 23,000. According to the financial model, we can pay up to 25,000. The economics add up.


I say: let's pour traffic! Scale the budget by 3-5 times, take the money from the market.

The owner hesitates: well, 23k is expensive... I want 15. Let's look for other combinations. And anyway, our processes aren't ready.

Stop. This is self-deception.


When we started digging, it turned out that the issue wasn't the lead price. It was the fear of growth.

The subconscious screams something completely different: If we pour leads now, I'll have to hire 4 new employees.
What if they mess up? What if we miss deadlines? We'll have to make refunds, blush in front of clients, live in stress.

No way, I'd rather look for leads at 15k (which don't exist)

Growth rule: First chaos, then order

You can't put straw everywhere. While you spend six months building perfect regulations for future growth, your advertising combination will die. Remember those who "prepared" to enter Instagram.

Growth only works like this (in his case):

- Create pressure. Pour money into a working channel -> Get x3 orders.
- Catch the overdose. Employees are in shock, processes are cracking, quality drops.
- Fix on the fly. We have MONEY from new orders to hire people, buy software, and patch holes.

Either you grow, or you die from stability

If you wait for the moment when you are completely ready to scale, you will never start.

The risk that new employees will mess up is the price of your growth. You pay with stress and mistakes for moving to a new level.

And why the "fear of change" is greater than the fear of "everything staying as it is," we'll discuss in future posts 🥸