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(2 of 2) The Lunatics’ Way To Protect Profits

January 12, 2023  

By Charlie Hutton

January 12, 2023

On Tuesday, I wrote about doubling profit in 2023… 

… And why the “more” mentality is screwing more people than I care to imagine. 

Trouble is, psychologists tell us that men are hard-wired to always want more.

Something to do with our primal instincts around providing and protecting. 

Yet when it comes to business, especially scaling one to 1M+…

… ‘More’ is NOT the answer. 

And I get it…

It goes against everything you’ve been told to believe, by the arseholes online.

So before you say…

“Charlie WTF – I need more customers to make more money!”

Hear me out.

… Because here’s the problem with ‘more’ at all costs:

Not all money is created equal.

See, in this game, there is good money and there is bad money. 

… And in my experience, most customers fall into the second category, not the first.

It comes back to my Customer Money Matrix…

… Which boils down to this:

Bad Money #1- Low Margin + Low Touch 

Customers that do not pay you what you’re worth. 

Bad Money #2 – Low Margin + High Touch 

Customers that pay you peanuts while expecting you to deliver the moon on a stick.

Bad Money #3 – High Margin + High Touch 

Customers that pay a fair price… BUT are high maintenance, eat up profit and suck-up sanity.

… Any of those sound familiar?

Thought so.  

It’s why ‘more’ at all costs is always a one-way ticket to No Man’s Land. 

… And a lunatics way to protect profits and boost business. 

In fact, if you’ve ever felt that you are working more and making less – this is probably the reason why.

It’s also why right now, I’m urging you to solely focus on “good” money at all costs…


Good Money = High Margin + Low Touch 

Meaning you get paid MORE to do less.

Which is good news if you want to break free of no man’s land, get back time, and push to 1M+ in revenue – without adding any more bullshit to your business

In truth, it’s the only way to avoid the bloodbath and efficiently scale in this new economy. 

And why it’s priority number one when you step into one of my two, male-only, coaching groups.

It’s how Jon hit his first 50,000 month inside his 3-man engineering practice. 

Steve in Walsall hit 1.2M with no employees.

… And how Phil hit 1.5M in 12 months of starting in his garage with just his wife.

So if you’re eager to get ahead in 2023 then…

Here’s what to do now:


Make More. Provide More. Be More.


Charlie Hutton


Founder Of The One Man Empire Movement.

Make More. Provide More. Be More.

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