A marketing expert argues that businesses need narrow, disciplined focus and must say no to short-term revenue opportunities to stay competitive. Maintaining laser-focused positioning beats chasing every opportunity that comes along.
Chapters
It's vital to know what the core focus of your business actually is—what you're really competing on. Far too many businesses have unclear or ambiguous positioning because they lack focus. They lack the discipline and guts to say no to what appears to be an attractive revenue opportunity that ultimately doesn't fit with their business value proposition. If you go chasing business using the excuse of a revenue quick win, but that's not the core focus of your business, you will inevitably lose to more highly focused competitors. When a business has a narrow focus, it increases its resilience to competitive attack. The more focused you are on any one thing, the more you can endure external attacks and remain standing.