My Golden Rule Since 2003

Most people think growth comes from saying yes to more...and when you have a scarcity mindset of money, in particular, grabbing every opportunity to make a few quid seems like the best approach – it isn’t!!

More meetings. 

More partnerships. 

More ideas. More “quick coffees” that somehow last 90 minutes – yes you know the ones!

And let’s be honest. A quick coffee values your time at about £5. And that’s even if you don’t pay. 

The Shiny Penny Problem 

When clarity is missing, everything looks like an opportunity. 

When strategy is fuzzy, every idea feels urgent.

 When conviction is weak, saying no feels rude. 

This is how businesses and personal life goals drift. 

This is how diaries fill up but progress slows down. 

This is how years get busy but not meaningful. 

Shiny penny syndrome is not ambition.

 It is distraction wearing a smart suit and asking for a coffee. 

Clarity Makes Saying No… Easy 

When you have a clear vision, a defined niche and a proper strategic plan, you understand the mechanics of progress. 

You know: 

• What you are building 

• Who it is for 

• What stage you are actually at 

• And what must happen next, not just eventually 

  
  

At that point, filtering becomes refreshingly simple. 

No drama. No guilt. No long explanations. 

Just a calm, confident: 

“That’s interesting. But it’s not aligned.” 

A Top Tip: How I Declutter Intentionally 

This doesn’t happen by accident. I systemise it. 

Weekly, I review my pipeline, conversations and open loops and ask three blunt questions: 

• Is this aligned to the vision? 

• Does this move the needle in the next 90 days? 

• Am I the bottleneck or is this genuinely strategic? 

If the answer is no, it gets parked, paused or politely closed. 

Quarterly I go deeper. 

• Relationships that no longer stretch or challenge me get fewer diary slots 

• Opportunities that sounded exciting three months ago are reassessed with fresh eyes 

• Projects that drain energy without compounding impact are removed 

  
  

This is not ruthless. It is respectful of time, focus and momentum. 

Intentional People Don’t Chase Everything 

They attract, then choose. 

They allow opportunity into the funnel but only commit capital, time and energy to what compounds the mission. 

They understand that every yes funds a no somewhere else. And every no protects the long-term plan. 

This philosophy sits at the heart of Sustainomics Capital. We are clear on who we support. Clear on when raising capital makes sense. Clear on when it does not. 

Not every founder who wants capital is ready for it. And being honest about that early saves years, not just meetings. 

The Real Work Happens First 

Clarity is built, not found.

It comes from taking time to think, plan and decide what truly matters.

When this work is done upfront, decisions become easier.

Noise fades because it no longer fits.

Confidence grows through consistency, not bravado. 

Run your funnel wide, but protect your filter. 

 Because lasting success is built through focus, not constant motion, and through deliberate choices made quietly over time. 

Own the outcome.

Mark Stokes

Sustainomics Capital