Diagnostic Pattern
"Almost all our business comes from one place"
The symptom is real. The cause is usually somewhere else.
Nearly everything you win arrives the same way, and it has worked so far. It looks like a strength, or something to double down on. It may actually be that the whole business has inherited the ceiling and the risk of a single pathway.
What you think it is
Almost all our business comes from one place - and honestly it's been fine.
So you double down on the channel that already works, add tactics inside it, and read the growth as proof the strategy is right.
What it usually is
A hypothesis to test, not an indictment on you or the team.
You should have three distinct ways of generating demand: typically one-to-one direct outreach, referrals, and a one-to-many route such as marketing, with channel partnerships as another. Three pathways exist to focus attention and to show you what is working, what is not, and where you are stuck. With one pathway, the business inherits that pathway's ceiling and its risk, and you cannot tell the difference between a good business and a good year. In DARE to Grow the order is a precedence: demand caps everything downstream. So a single pathway is not a marketing problem to be optimized, it is a design gap upstream of acquisition, retention and expansion.
How to tell
Name your three pathways for generating demand. If you can only name one, what happens to the business if it stops tomorrow - and how long before you would even know?
The move
Start by naming what you actually have, not what you wish you had: where did the last ten customers come from, honestly. Then pick a second pathway and design it deliberately rather than hoping one emerges. Three groups, so you can see what is working and what is not.
You might think one strong channel is a strength. It may actually be a ceiling you have not met yet.
Not sure this is your real bottleneck?
Bring the symptom. We find the root cause together on a short call.
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