MRL #113- Does Size Really Matter?

Hey, Micah here.

Wanted to talk real quick about something producers get weird about:

Size.

Not that kind. Get your head out of the gutter.

I’m talking about account size.

We all love the idea of landing the whale. That six-figure revenue client that makes our year.

But here’s the thing no one tells you:

Chasing whales will break your heart.

One of my buddies crushed it in his first year last year. Landed two huge accounts. I was genuinely hyped for him.

But when I checked in a few months ago, the energy had shifted.

Both clients? Being sold.

Not his fault. No service issue. Just the nature of the business.

One minute he was feeling invincible. The next, his book took a 200K haircut and all he could do was watch it happen.

It’s a good reminder. Because while everyone talks about the upside of going bigger, no one wants to talk about the downside.

Meanwhile, I’ve been stacking mid-market wins (I don’t tell you this to brag, but to be transparent).

In the last 40 days, I’ve closed 7 deals. Nothing flashy. Mostly 15–20K in revenue. One or two smaller ones in the 6K range (referrals).

Total haul? Just over 100K in revenue.

I should feel on top of the world, right?

Weirdly… I don’t.

I’m not unhappy. I’m definitely grateful.

But it feels more like a slow golf clap than a touchdown dance.

Why?

I used to chase 10–15K accounts like they were golden tickets. Now they feel like the floor.

Not because I’m above them. But because my capacity is capped, and I’ve got to be smarter about where my energy goes.

More accounts = more service = more stress.

So now, as I reach my maximum account load, I need to raise my minimums.

That “floor” I’ve been standing on? Time to pour some concrete and bump it up.

Because at some point, time becomes more expensive than opportunity.

And that’s the thing with size.

It’s all relative to what you want.

You trying to build a $5M book? You’d better start swinging at whales.

You trying to build a $1M lifestyle book with good people and low drama? Maybe you ride in the 15–25K revenue zone and build a fortress out of “boring” blue-collar businesses.

Both paths work.

But they require different setups.

Smaller deals need systems. And account managers. And patience. But they’ll help you sleep at night.

Whales? They’ll pay the bills fast but keep you up at 2AM checking renewal dates and praying they don’t sell to a PE firm tomorrow.

Here’s the advice I’d give my younger self:

Set a floor. Stick to it. Adjust it as your book grows.

Don’t waste time on ceiling-setting. Big accounts will find their way in.

That’s it for this week.

We’ll be back Monday with another letter.

In the meantime, check out The Producer Playbook if you want my actual playbook for writing $1M+ of revenue from scratch.

See you next Monday.

Namaste,

Micah