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I spoke with the founder of a fast-moving AI automation consultancy last week. He’s juggling multiple client projects, building a SaaS product on the side, and navigating life as a young father—all while working full-time at one of the most respected agencies in the go-to-market automation space.
He’s not short on opportunity.
He’s short on clarity.
What stuck with me was this:
“I’ve got 20,000 potential users in a Slack group. I can build the tools. But I’m still not sure if I want to grow an agency, launch a SaaS product, or just keep three high-paying clients and live a lean life.”
Sound familiar?
A lot of us are building in public, pushing out content, testing offers… but underneath that is the question we don’t always stop to ask:
“What am I building toward?”
It’s not a lack of tools. It’s a lack of direction.
Without that North Star, even the most agentic automation turns into reactive energy:
→ More pipelines, more workflows, more notifications… and still no peace.
If you’re a founder or executive scaling something complex, here’s a principle I’ve been working from:
Automate second. Orient first.
Figure out what success feels like, then reverse-engineer the systems.
Don’t just optimize for motion—optimize for meaningful motion.
Curious—what are you automating for this quarter?
Reply and let me know. And if you're stuck in motion without clarity, I’ll help you untangle it.
– David
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