Unlimited support isn’t a flex.

My first podcast episode is out. And so far, the feedback has been great. It took time to edit - nearly two hours for a 20-minute episode - but I’m enjoying the process.

I’ve also been spending more time on Reddit. It’s raw, unfiltered, and unforgiving - which makes it one of the best learning grounds if you can take the feedback.

This week, my focus has also been on creating more video content and staying committed to long-term growth. No shortcuts. Just consistent reps.

But yeah! Those are the main things that happened. Now, onto today’s lesson - one that too many SaaS founders learn the hard way.

Unlimited support isn’t a flex. It’s a liability in disguise.

I’ve spoken to at least three founders this month who all made the same mistake: They promised unlimited support to land enterprise clients.

It sounded good in the pitch. It felt generous in the contract. It looked harmless on the PDF. Until reality hit.

One founder told me it started with a Sunday email. Then came weekday walkthroughs. Then Slack pings. Then UX feedback on features still in development.

And then... internal burnout. Eventually, his team pushed back. But it was too late. Because the client pulled out the contract and pointed to one word: Unlimited.

No boundaries. No conditions. No guardrails. And legally? That was all the leverage the client needed. Here’s the trap:

We throw “unlimited” around like a selling point. But without clear terms, it becomes a time drain. One that:

Bleeds your support team. Eats into product hours. Creates resentment on both ends.

So what should you do instead?

1. Set hours

“Support available Mon–Fri, 9 a.m. to 6 p.m. IST.”

2. Define channels

“Support through our ticket system only. No calls, no DMs.”

3. Define what qualifies

“Support covers bug resolution and onboarding. Not feature feedback or training.”

4. Introduce fair-use caps

“Includes up to 10 tickets per month. Extra support billed at $100/hr.”

TL;DR - Unlimited support without structure is a trap

Here's a quick summary of everything that I covered today.

• Unlimited support might win deals, but it breaks teams

• Clients will use what you offer - because you said they could

• If you don’t put limits in writing, expect to be stretched thin

• Structure isn’t cold. It’s respectful - for both sides.

Final Thought: Clear terms are a kindness

Generosity is good. But structured generosity is better. When you offer the world, people will take it.

Not because they’re wrong - but because you never told them where it ends.

So protect your time. Protect your team. Protect your business. Because the best support you can give... starts with clarity.