This powerful, transformational exercise forever changed our company.
Growth & Marketing

This powerful, transformational exercise forever changed our company.

by Viktor Solovey

Published on January 11, 2016

The start of this year has been extremely transformational for me. I’ve uncovered beliefs I have about life, and people, that have held me back. And I’ve realized a new direction Reliable needs to go in.

The two are completely tied together though.

For example, I realized I have a fear that people aren’t willing to pay our prices, which are higher than 99% of our competitors. Deep down I was afraid that our market doesn’t care if the quality or the service are that much better – they just want cheap and fast, even if it’s riddled with problems and headaches.

But in looking at the actual numbers, and the actual feedback we get from clients, I’ve faced these fears and beliefs head on, and challenged them.

For example, Reliable grew 2.41x last year.

And a ridiculously high percentage of people who use us once use us again and again.

We also have a Slack channel (Slack is a team chat app that we use, in case you aren’t familiar with it) called “Client Love” and every day April (our awesome Director of Projects) posts amazing things clients write us when they receive their work.

This growth and feedback show me that there are people out there who crave the quality and service we bring to the table. And it’s made me realize that by worrying about everyone else – I’ve been taking my energy away from the people who are ready to work with us and are happy to pay a bit more if they get a lot more value for the price.

I’ve been letting my energy and focus get distracted by people who just really aren’t our market.

So I met with Lou (another co-founder and my amazing wife) and shared these thoughts and we decided to really clearly define who Reliable is for and what it’s all about.

In a nutshell, we answered the following 4 questions:

  • Who are we for?
  • Who are we against?
  • Who do we want to attract?
  • Who do we want to repel?

This exercise was extremely transformational… and relieving.

It gave us permission to laser-focus on a very small group of people (our core market) and ignore the rest.

It clarified Reliable’s vision. We’ve already put systems in place to better serve our true audience – and removed systems that try to serve anyone else.

I wanted to share this with you because I think if you do it in your business too, you’ll have a similar experience, and get yourself on track to really take this year by storm.


This post was last updated on June 23, 2022

So without further ado, here
are our answers

to these truly powerful questions:

Who We’re For

Our fellow designers who are ready to finally have a great experience in getting their designs converted to code. They’ve likely had a bad experience or two (or three!), just as we have in our design agency.

Who We’re Against

All of the PSD to HTML companies that gave us tons of headaches and frustration – and are giving thousands of designers that same awful experience too.

They butcher your designs and write code that breaks in different devices and browsers.

Companies who treat their coders terribly and force impossible deadlines on them and crazy-low pay.

(Many coders from other companies have joined our team and have told us the horror stories. We want to put an end to that).

Who We Want to Attract

Designers who really care about their work, their quality, and their clients.

Their mission is to be the greatest designer they possibly can be, and to truly make their clients happy.

They want business relationships that maybe even feel more like friendships, and are happy to pay more if they receive more value, convenience, service, and quality (just like we are!).

Who We Want to Repel

Those who are just looking for the cheapest prices around, not the best quality. Those whose hearts are not in their designs – who lack true passion and fire.

And those who ask you to do lots of extra work outside of the project scope but make you feel bad when you ask them to pay for it. (Have you had clients like these?)


I have a feeling if you replaced the word “designers” for “companies” – our lists would look a lot alike 🙂

I think anyone who really cares about quality will have similar values. And, in all honesty, that’s who we’re trying to attract. That’s who we’re fighting for.

This motivates us to keep up the good work, and get even better. And the better we get, the more we’ll grow.

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