7 Lessons to 10X Your Outdoor Business

Lesson 1: What the Heck is 10X Thinking? 

10X thinking means choosing goals that are so big they force you to completely rethink your approach. You can’t just hustle harder or add more clients—you have to simplify and go deep on what you do best. 

Example 1: Outdoor Kitchens 

• 2X: Add more product lines to appeal to everyone. 
• 10X: Narrow your focus to high-end custom installs with concierge service, premium finishes, and elevated design. 

Example 2: Deck Builders 

• 2X: Say yes to every job—big or small. 
• 10X: Become the go-to for luxury outdoor living spaces, using materials like ipe wood and integrated lighting to command premium pricing and build a name. 

Lesson 2: The 80/20 Principle (aka the Pareto Principle) 

80% of your results come from 20% of your efforts—and likely, 80% of your revenue comes from 20% of your clients. 

Want to 10X? Ruthlessly eliminate the bottom 80%. That could mean: 

• Saying no to low-budget clients 
• Delegating low-value tasks 
• Removing product or service lines that are profitable in theory but drain your team 

Ask yourself: What’s your high-leverage 20%?

That’s where your energy should go. 

Lesson 3: Who, Not How 

Stop trying to do everything yourself. Find the right Who to take over the How. 

You need people who are excited about your vision and bring their own zone of genius to the table—whether that’s a killer admin, a visionary project manager, or a marketing team. 

I recently hired a virtual assistant and freed up hours every week—hours I now use to do the work that moves the needle, like creating this content. 

10X businesses don’t grow solo. They grow with the right Whos. 

Lesson 4: Let Go to Grow 

You can’t grow while clinging to every branch.  

If your genius is in designing jaw-dropping backyards, why are you still chasing invoices and ordering mulch? 

Letting go doesn’t mean giving up. It means stepping into the CEO role your business needs. 

Start with one thing: delegate it, drop it, or automate it. Then do it again. 

In the words of Elsa from Frozen:
Let. It. Go. 

Lesson 5: Stay in Your Unique Ability 

Your Unique Ability is that rare combo of skill, passion, and curiosity that makes you unstoppable—and makes your work magnetic to clients. 

The more time you spend here, the more your business becomes: 

• More profitable 
• More creative 
• More fun 

Your clients don’t want average. They want you at your best. Give it to them by protecting your zone of genius like a toddler guards a popsicle. 

Lesson 6: Tightly Scheduled Entrepreneurs Can’t Transform 

If your calendar looks like a game of Tetris, you’re not leading—you’re managing. 

Sullivan and Hardy introduce three types of days: 

• Focus Days for deep work 
• Buffer Days for admin and meetings 
• Free Days for rest and restoration 

Breakthroughs don’t happen when you’re busy. They happen when your brain has space to breathe. (Pro tip: Most of my best ideas come while walking my dog or painting. Yours might show up reading a book for fun or rollerskating. Whatever floats your boat.) 

Lesson 7: Be the Buyer, Not the Seller 

When you’re desperate to close the deal, you lose power. 

Buyers lead. Sellers chase. 

You set the standards. You decide who’s the right fit.

Say no to the budget DIY-er. Say no to the ghoster who now wants VIP treatment.

Say yes to clients who value what you do. 

The right ones will follow your lead—and they’ll pay more, refer more, and respect your boundaries.