A lot of companies get large by serving whales -- Oracle, IBM, Microsoft. Also it is well known that there is an 80:20 rule in customers, 20% of customers are

A lot of companies get large by serving whales -- Oracle, IBM, Microsoft. Also it is well known that there is an 80:20 rule in customers, 20% of customers are responsible for 80% of your revenue. He seems to be saying do not serve these 20% of customers. I think you need to achieve balance. No one should say no to money, especially when it is a lot and you can align it with your long-term interests. You should say no if the projects are not aligned with your long-term interests though, because you are then a consulting company.