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A recent column looked at when and how to turn down business – a concept that is difficult for new companies to grasp.

The situation hit close to home when I turned down my first business opportunity since launching ME Consulting in January, 2009. When I started, the idea of not taking on a new client seemed preposterous. When you've got bills to pay and mouths to feed, it is extremely tempting to take on anything and everything because you never know when the next piece of business is going to come along.

My decision was primarily based on being pragmatic about how much more work I could handle. While it is easy to convince yourself that one more assignment can be accommodated, it is also important to acknowledge that a new project will have an impact on the work you already have.

When you're running a small business and building your brand, it is crucial to do great work because it raises your credibility, encourages people to provide referrals and, just as important, leads to repeat business.

When a small business becomes overwhelmed, the quality of work usually suffers. This leads to unhappy customers, which is the worst thing that could happen. In these situations, it is important to remember the old adage of "quality over quantity."

In some respects, I see the decision to turn down work as liberating and a positive development.

It demonstrates "maturity" by accepting your limitations even if means not getting another cheque. It also shows you have confidence in your business by not being afraid to let one fish get away because you know there are others to catch later.

Special to the Globe and Mail

Mark Evans is a principal with ME Consulting , a content and social media strategic and tactical consultancy that creates and delivers 'stories' for companies looking to capture the attention of customers, bloggers, the media, business partners, employees and investors. Mark has worked with three start-ups – Blanketware, b5Media and PlanetEye – so he understands how they operate and what they need to do to be successful. He was a technology reporter for more than a decade with The Globe and Mail, Bloomberg News and the Financial Post. Mark is also one of the co-organizers of the mesh, meshUniversity and meshmarketing conferences .

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