Why You Need to Stop Saying Yes to Bad Revenue
We’ve all heard the phrase: “All revenue is good revenue.” And I’m here to tell you—that’s a lie.
When you're trying to grow, stabilize, or simply survive in business, it’s tempting to say yes to anything that brings in cash. Especially if you’re in a season where clients are scarce or the future feels uncertain. I’ve been there. I understand that feeling to my core.
There’s a hidden cost to saying yes to the wrong opportunities—and it's time we talk about it.
What Is Bad Revenue?
Bad revenue isn’t about low revenue. It’s about misaligned revenue—work or income that:
Drains your energy or your team's
Breaks your systems and stretches your resources
Puts you in relationships with clients or partners who don’t match your values
Dilutes your brand or reputation
Keeps you from pursuing better opportunities
Bad revenue often feels wrong before you can even explain why. You dread the work. You overdeliver to compensate. You’re stuck in a loop of frustration or burnout. And eventually, it shows up in your metrics—high churn, low margin, team morale issues, reputational damage.
If you’ve ever taken on a client or project and thought, “This isn't going to end well,” you’ve experienced bad revenue.
Why We Say Yes Anyway
Let’s be honest—saying yes feels safer than saying no. It’s money on the table. It’s a short-term win. And often, it’s rooted in deeper issues:
Scarcity mindset: We’re afraid it’s the last opportunity we’ll get.
Validation seeking: We want to feel wanted, needed, appreciated.
Lack of clarity: We haven’t taken the time to truly define what we do, who we serve, and what we stand for.
When you don’t have clarity, you’ll say yes to anything. And when you say yes to everything, your brand, your business, and your margins suffer.
The Real Cost of Bad Revenue
Let’s break it down.
Tangible costs:
Refund requests
Extra labor or overtime to fulfill unusual or out-of-scope work
High churn and low client retention
Decreased profitability
Intangible costs:
Team burnout
Brand confusion
Eroded mission or vision
Missed opportunities for meaningful growth
These costs compound over time. What feels like “just one project” can spiral into a culture of misalignment and exhaustion.
How to Say No (Kindly and Clearly)
Saying no doesn’t have to be awkward or confrontational. Here are a few ways to do it with professionalism and integrity:
“This isn’t a fit for how we best serve our clients.”
“We’re not the right partner for this—here’s someone who might be.”
“This request falls outside the scope of what we do best.”
Being direct creates clarity for your business and respect from your audience. People don’t want to waste their money—they’ll trust you more when you’re honest about your capabilities.
Aligned Revenue Builds Legacy
Sometimes, yes, you’ll say yes to revenue that’s not perfect. Maybe you need to keep the lights on or bridge a gap. Make sure it’s a strategic decision—not a desperate one.
If you want to build a business that lasts, you have to build it on aligned revenue. Revenue that:
Feels energizing
Matches your mission
Delivers value you’re proud of
Attracts clients and team members who get it
My invitation to you: audit your revenue sources. Identify the projects, products, or partnerships that feel off. Start there.
Aligned revenue is profitable revenue. It's sustainable revenue. And it's what turns a business from surviving to thriving.
