In Greg McKeown's book, Essentialism: The Disciplined Pursuit of Less But Better, focusing on the area of your life that can achieve your highest point of contribution requires you to eliminate the distractions. To be the best at what you do, therefore is to move "a million steps in one direction rather than a millimetre in a million directions". Freelancers need to balance our efforts between creative freedom and business profitability, so we can't afford to waste time on things that don't contribute to our main focus; whether it is becoming better at your chosen craft, creating a sustainable business or working towards your dream lifestyle.

Freelancers who claim to do it all will run into difficulties in doing everything well. The Law of Exclusivity, one of the most powerful concepts of The 22 Immutable Laws of Marketing cites that the perceived desirability of your brand can be linked to the ability to do a few things well.

It's the reason why brands with a long-term vision of product integrity such as Hermès can remain the top luxury brand in consumers' minds after decades in the market. And perhaps in their case it is longevity which breeds trust, rather than adaptability as the startup and entrepreneurial worlds have become obsessed with.