Only Do What Only You Can Do
What if the secret to scaling isn’t doing more but doing only what only you can do?
In Episode 119 of Scaling Expertise, I sat down with negotiation expert, law professor, and founder of the Ask For More Group, Alex Carter, to talk about how she turned a one-woman speaking business into a global training company serving the United Nations, Fortune 500s, and beyond.
This conversation is about more than delegation or branding. It’s about the mindset shift required to move from being the genius in the room to building a business that grows beyond you.
Here’s what Alex wants every expert to remember:
Only do what only you can do. If you’re spending time invoicing, scheduling, or managing logistics, you’re not scaling. Find support that lets you stay in your zone of genius.
You can scale impact, not just revenue. Alex didn’t start with a big team or bold plan. She scaled one decision at a time focusing on service and sustainability, not just size.
Delegation is a growth strategy. Hiring isn’t just about outsourcing tasks, it’s about expanding your capacity and creating opportunities for others.
Protect your IP early. Your frameworks, your content, your voice… they’re assets. You can’t afford to give away rights that could power your future business.
Run experiments, not perfection projects. Every offer, brand, and team structure is a data point. Learn as you go, and iterate toward what works.
Ask yourself:
What are you still holding onto that someone else could do, with excellence, if you gave them the chance?
If you’re serious about building something that outlasts your inbox and expands your impact, this episode is a masterclass in sustainable scale.
Only do what only you can do. Everything else is an opportunity for someone else to shine and your business to grow.
P.S. Want to see what scaling with intention looks like in action? Tune into Episode 119 with Alex Carter here.
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