Why You Don’t Need More Customers

Dominic Monkhouse25 June 2026

12,500 customers. And we were chasing the wrong 12,000 of them.

That was Peer 1. Top 500. 60% of the revenue. We set the target to double in 3 years. We didn’t go hunting for 12,500 new names.

We needed 100 more of the right customers a year. Spear fishing, not trawling. But none of it works if you can’t name your ideal customer. The average founder can’t.

You found something that worked. Revenue followed.  You never stopped to decide what it should become.

So every year you write a plan. And every year it’s last year’s number with a bigger number on the end. That’s not a plan.

That’s a target with no decisions attached to it.

That’s sign one. Sign five is the one nobody on your leadership team will say to your face. And it’s the one that costs you most.

Here is 5 signs your business has outgrown itself & how to fix it.

Four ways to take this further

1. Book a call. If growth is now making the company slower, heavier or more dependent on you, I can help you decide whether the constraint is people, strategy, execution, cash or your role as founder. No obligation, no pitch. You will know quickly whether this is the right kind of help.
2. Grab the book. F**k Plan B covers scaling in more depth, with the practical founder lessons behind customer obsession, honest communication, hiring, small teams and managers who coach.
3. Watch the £30m scaling video. Start there if you want the founder-level version of these principles, using Rackspace and Peer 1 as the proof base.
4. Subscribe to the newsletter. Get direct, practical thinking on scaling, founder bottlenecks, leadership rhythm and building a company that can run without you in every room.

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