We recently worked with Ari Tulla, CEO at Elo Health. Here we discuss whether it is smarter to dominate one market or spread yourself thin across many.

Ari makes a clear case for focus. Rather than trying to be competitive everywhere, he chooses to win decisively in one market. For him, the US is the only market large and cohesive enough to justify full commitment. Anything else increases complexity without proportionate upside.

This mirrors a lesson I see repeatedly with $1M to $5M CEOs. Growth already carries risk. Adding unnecessary geographic sprawl compounds that risk. The strongest companies I work with do not chase optionality for its own sake. They build depth before breadth.

The real advantage comes from consistency. Pick a market you can truly win, refine your playbook, and compound small improvements over time. That disciplined focus creates durability, stronger teams, and predictable growth. Expansion then becomes a choice, not a distraction.

I dive deeper into this concept of focus and consistent growth over risky expansion on page 172 of my bestselling business book Wisdom From Wizards. Check it out at:

https://WisdomFromWizards.com/s

Listen to Wisdom From Wizards on Apple Podcasts, Spotify, YouTube Music, Amazon Music, Audible, Castbox, iHeart, or your favorite podcast app.

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