FI028 - The Anti-List: The Customers You Must Stop Serving

In this episode, Bernd Geropp and Brian Creager explore the concept of the anti-list - an essential tool for founders to focus their business, improve margins, and achieve founder independence by systematically rejecting unsuitable customers and projects.

Key Topics

The concept of the anti-list and its importance

How to identify customers and projects to reject

The role of margins and focus in business success

Strategies for introducing the anti-list to sales teams

Handling existing customers that no longer fit the focus

The impact of focus on premium positioning and independence

Chapters

00:00 Understanding the Anti-List

02:48 Identifying Unsuitable Customers

05:15 The Importance of Margin Over Revenue