Too many entrepreneurs cast too wide a net, especially as they are starting their business. I wanted to riff with Carol Roth on the idea that not everyone is – or should be – your customer.

Carol stressed that math is your friend. It’s fairly easy to figure out how much you actually need to sell to get to your revenue goals. She shared some easy ways to build a six-figure or seven-figure business.

Both of us shared examples of why it’s better to go deep vs. wide. A good go-to-market strategy is to leverage your industry expertise and contacts, certainly in the beginning.

Carol suggested going with where you already have relationships because that’s the low-hanging fruit. Carol urges entrepreneurs to always go for the low-hanging fruit first – and then you can move up the tree.