Most entrepreneurs fail not because they don’t work hard enough but because they work on too many things that don’t matter. Brandon Willington, founder of “Where U?”, one of Australia’s fastest-growing Lead Gen education businesses learned this the hard way.

In this rare sit-down, he shares 5 Lessons to navigate today’s competitive landscape.

Lesson 1: Ruthless Focus Beats Perfect Ideas

Like many founders, Brandon spent his early years experimenting constantly. Multiple offers. Custom services. New ideas every month. His business grew, but it was fragile and exhausting.

“We were trying to do everything,” he says. “Twelve different things you could buy.” Then he made a decision that most entrepreneurs resist: he cut almost everything.

“One offer. One product. One focus,” he says. The result was growing from $40,000 to 1,000,000 in monthly revenue within 12months 

“I was really wrong for five years straight,” Willington admits. “Then I was really right about one thing.”

That insight became foundational: you don’t need to be right often you need to be right once, then repeat that action at scale.

Lesson 2: Don’t Overcomplicate Growth

Willington teaches 3 things for a successful service-based businesses:

1. An ad that gets clicked by the right person
2. A landing page that converts them into a qualified lead
3. A sales conversation that closes the deal

“That’s it,” he says. “If you’re not growing, one of those three is broken.” The simplicity is intentional. Complexity hides problems.

“If your ads aren’t working, it’s an ad problem,” he explains. “If leads aren’t converting, it’s the page. If people aren’t buying, it’s the sales conversation.”

Once all three work Willington says, “just spend more on ads.” Today, he spends five figures a day doing exactly that.

Lesson 3: Trust Your Gut When Hiring

As the business scaled, so did the stakes of hiring. Willington uses just two filters:

1. Can you do the job?
2. Do I trust you?

The second matters more. “If the problem is in the bank account, the solution is in a spreadsheet,” he says. “If the problem is the person, the answer is in your gut.”

Experience taught him that humans are far better at reading each other than they realize and that ignoring early intuition is expensive. “I’ve had bad gut feelings I ignored,” he says. “And I was dead right months later.”

Lesson 4: Keep It Playful or You’ll Burn Out

Despite the discipline, Willington isn’t rigid. In fact, playfulness is a core part of his performance. “My best work has always come when I’m playful,” he says. From DJing in his early career to writing ads and designing offers, fun has been a signal not a distraction.

His full time coach Zach Welch later confirmed it: playfulness sits just before flow.“For me, the balance between play and challenge is where I do my best work,” Willington says.

Lesson 5: Identity Drives Outcomes

At the same time his business was growing, something else was accelerating, his drinking. “As we made more money, I just had more disposable income,” Willington says. “I was drinking four or five nights a week. A bottle of tequila at a time.” 

“If you draw the trend line forward, there’s no good ending.” So he quit drinking completely. Within days, the effect was dramatic. “After four days, I remember thinking, ‘I can think clearly again.’” But the real shift wasn’t physiological, it was identity-based.

To make sobriety stick, Willington replaced his wardrobe, changed his morning routine & began martial arts training twice a day. 

“It felt like I was putting on a costume every morning,” he says. “And that version of me didn’t drink.” The business followed the identity, not the other way around.

Key Takeaways

Brandon’s success comes by Cutting what didn’t matter, simplifying growth & repeating what worked. For entrepreneurs chasing success, the takeaway is uncomfortable but freeing:

You don’t need more ideas. You need fewer executed relentlessly!

Success, it turns out, isn’t complicated. It’s just uncompromising.