Nicholas Kusmich

The Bottom Line - Mastering the Art of Staying In Your Lane

Published 2 months ago • 2 min read

The Bottom Line

Read time: 3.5 minutes.

Hey Friend,

I hope this finds you thriving. Today, I want to share some wisdom nuggets and practical advice on a topic that's close to my heart - Focusing on What You Do Best and Outsourcing the Rest.

You see, in the grand scheme of our business odyssey, time is our most valuable asset. Yet, it's also the one we often squander the most, especially when we're caught in the whirlwind of "doing it all." especially when we’re in launch mode. It reminds me of a brilliant concept from my friend Dean Jackson, further popularized by Dan Sullivan and Ben Hardy - the "Who Not How" philosophy.

The essence is straightforward but profound: when faced with a challenge or a goal, instead of getting bogged down by trying to figure out the 'how' (how can I figure this out myself), pivot your focus to asking 'who' can help you achieve it (who can I hire to do it for me, or coach me through the process). This simple shift can compress timeframes from years to months, or even weeks, by eliminating the learning curve altogether and leveraging expertise that's already out there.

Now, I know what you're thinking, "But Nicholas, I'm a hands-on kind of person, I love being in the trenches!" And believe me, I get it. In the early days, wearing all the hats is almost a rite of passage. But here's the thing - as your business grows, clinging to every task not only hampers your growth but also keeps you from what you truly excel at.

Take a moment to think about it. Are you spending your days entangled in administration, customer service, or perhaps even sales, when you could be strategizing, creating, or coaching - essentially, doing what you started your business for?

Consider the words of my friend, Dan Martel, in his book "Buy Back Your Time." He talks about understanding your “buy back rate” - the price per hour you can afford to spend for offloading tasks starting with administration, then sales, and eventually, marketing or ads. The goal is to free up your time and energy to focus on your unique abilities - the very reason your business exists, which will allow you and your business to grow and thrive.

Now, I can already hear the chorus of "But Nic, what if I can't afford the 'who'?" And yes, there's a season for everything, including doing the 'how' until you're ready for the 'who'. But remember, every task you cling to has an opportunity cost. What are you missing out on by not delegating? What could your business achieve if you were free to focus on your strengths?

Embrace the journey, the learning curves, and even the frustrations, but always with the end goal in sight - to build a business that not only succeeds but also allows you the freedom to live the life you've always dreamed of while growing into the success you know you can.

So, dear friends, as we wrap up this week's musings, I encourage you to ponder over the "Who Not How" philosophy. Whether you're ready to embrace the 'who' or still navigating the 'how', remember that the ultimate goal is to work smarter, not harder, and to ensure your business serves your life, not the other way around.

To more freedom, growth, and success,

Nicholas “who not how” Kusmich

P.S. I'd love to hear your thoughts, experiences, and maybe even a few "aha" moments you've had on this journey. Drop me a line, share your story, and let's continue to inspire and uplift each other. After all, we're in this together!

P.P.S. Ready For More Sales Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much less costs, without using an old, outdated traditional funnel... Interested? Learn more here →


Nicholas Kusmich

Founder of the H2H Media Group is best known as a Leading Digital Advertising Strategist and for having the highest ROI's in the industry (up to 30,973.32%). Working with A-List clients, including top thought-leaders, NYT Best Selling Authors, Top Inc 500, and fast-growth companies, he creates advertising campaigns that don’t suck and allow you to scale your business at will. Get a free copy of his bestselling book GIVE and subscribe to his newsletter at

Read more from Nicholas Kusmich

The Bottom Line Read time: 3.5 minutes. Special Opportunity: If you have a winning offer in the info space and are currently running ads but a) you’re not thrilled with the current results (ie. they plateaued) or b) you’ve hit a ceiling and can’t scale past it. I have a couple of spots that opened up in our agency to run your META ads. Here is the deal. We have a simple policy. We outperform your current results or you don’t pay and get a full refund. Simple as that. Either we earn you as a...

10 days ago • 3 min read

The Bottom Line Read time: 3.5 minutes. Hey Reader, Today, we're diving into something that's always been a bit of a hot potato for me—goal setting. Now, before you start imagining vision boards and chanting affirmations in the mirror, hold on. I’ve got a bit of a twist on this whole goal-setting shebang. My Love-Hate Relationship with Goal Setting Let's rewind a bit. Many moons ago, I plunged into the personal development world, you know, with the big hitters like "Think and Grow Rich."...

17 days ago • 4 min read

The Bottom Line Read time: 3.5 minutes. Hey Reader, Have you ever felt like your business is stuck in the mud, unable to gain momentum no matter how hard you push? Trust me, you’re not alone. One of the biggest bottlenecks to growth is often—you guessed it—us! We end up being the CEO, the marketer, the salesperson, and the tech support all rolled into one. Sounds familiar, right? Today, I want to share with you a fantastic concept called the “Replacement Ladder. Inspired by my buddy Dan...

24 days ago • 6 min read
Share this post