I closed a new deal this week. It’s not for a ton of money, and some of the business coaches I admire might even say it’s a bad idea. But I don’t care.

Because this deal isn’t just about the money—it’s about the opportunity.

It’s not a big branding project or a high-ticket strategic engagement. In fact, financially speaking, it’s one of the smallest deals I’ve made in years.

So why am I excited about it?

Because I’m helping an old friend—someone I’ve known for decades—get their business off the ground. They’re still in startup mode. They don’t have much of a budget to hire outside help. But they do have passion, drive, and a need for guidance.

They aren’t marketers. They aren’t sure how to articulate their brand. They think they know their audience, but my experience tells me otherwise.

They want my help. They need my help. But they can’t afford my help.

Here’s where the opportunity comes in.

I’ve been working on a new service offering designed specifically for business owners like them. I haven’t had a chance to implement it with a paying client yet.

So, instead of waiting for the perfect client to test it with, I’m going to do it for them for what they can afford right now.

I’m offering it at a lower fee, not because I undervalue my work, but because the opportunity cost makes sense for both of us. I get to refine my service and iron out any kinks. My friend gets the guidance they need to move forward.

And you know what? This will lead to bigger things—for both of us.

Here’s the thing: Not every deal is about immediate revenue. Sometimes, the long-term value of an opportunity outweighs the short-term financial gain.

Would some business coaches tell me this was a mistake? Maybe. But I believe that when you create value, the money always follows.

Have you ever taken on a project because you saw the bigger picture?

Here’s to moving forward, even if it’s only 2% today.

Andy