You don't know where you're going. You don't know what you want. So it’s like you’re going to go on a trip with all of your kids, and drive around for three hours, then say "Where are we going"? Let's go on a vacation and figure it out on the way. You ever do that?
The first thing is to define your perfect client. What do they care about? What are their concerns? Where do they live? Where do they shop? What is their background? You know this already, because of all the other perfect clients that have come to your shop and that you’ve helped and said “that was a great case, a great client”. What was perfect about your case? The other side is “That was the worst case ever, the worst client.” What made it that way?