Your Clients Don’t Want Everything—They Want the Right Thing

There’s a moment when you’re pitching your work, and panic sets in. “What if they see us as too limited in what we can do?“ So, you start piling on extras—more services, more deliverables, more promises, more everything.

And what happens? The client checks out. They’re overwhelmed. Confused. And worst of all? They walk away.

It’s a classic mistake. You want to seem valuable, so you offer everything they could possibly want. But clients don’t want everything—they want the right thing. The thing that solves their specific problem, speaks to their specific need, and makes them visualize how their problem gets solved.

We do this because we think it will be appreciated, that it demonstrates vast expertise. But it’s not expertise—it’s insecurity. It’s the fear that what we can really offer isn’t enough. So we overcompensate, overload the deal, and water down its impact. And ironically, the more we add, the less valuable it feels.

We think offering more makes us more attractive. But understanding the client’s problem and offering the most thoughtful solution is what makes us truly attractive. That’s real value. That’s what builds trust.

Steve Jobs famously said, “Focus is about saying no.” When Apple was at a crossroads, Jobs didn’t expand the product line to be more appealing to customers—he simplified it. He scrapped dozens of ideas and focused on a few exceptional products. And the result wasn’t mediocrity—it was brilliance. Clients don’t remember the bells and whistles. They remember the clarity and intention behind what you deliver.

This doesn’t mean you shouldn’t have skills, tools, or expertise to back you up. It means you need to tailor what you bring to the table. Listen to what the client actually needs (even if they don’t clearly see it or communicate it), not what you assume they would be pleased to have. Often, their needs are simpler than you think.

In my own work, I’ve learned that a simple truth is better than a complex web of tactics and highly specialized tools or solutions. One of my clients was overwhelmed, overstimulated, and impatient to fix his business by doing all the “right” things to change their “image“: a full rebrand, website overhaul, photoshoots, fun social media clips, a corporate newspaper, and ten other things they thought would make a difference.

But when we s l o w e d d o w n and got deeper into conversations, he uncovered the root issue: they didn’t have a clear message. No one understood what they actually did or how they could help people in need of their service. So, instead of doing everything, we focused on one thing—clarity. A sharper message. A simple way to communicate their value. Less fluff, more meaning.

The magic happens when you simplify. When you focus on the client’s real need and cut out the noise. Not only do you save time and energy, but you also create something that resonates deeply. It’s not about doing less—it’s about doing right.

So stop offering the whole menu. Stop trying to impress with options. Instead, listen. Focus. And give your client exactly what they need, nothing more and nothing less. That’s where the trust is. That’s where the magic is. That’s where the success is.