Most companies still try to be everything for everytone. Success comes to those who aren't. Inspiration moves upstream. Loyalty credit cards. Google's guide to AI SEO.
This is one of those things that sounds obvious once you’ve lived through it.
The companies that try to win on “best” or “cheapest” usually end up competing forever. The memorable ones are often the ones that become very specific about who they are for and what they refuse to be.
100%. It is so easy on paper and in hindsight. But so daunting when trying to do it in a meeting. Having to decide what customer you're not going to focus on. All the ideas of lost possible opportunities kick in. It takes a lot of discipline to do it in real life.
This is one of those things that sounds obvious once you’ve lived through it.
The companies that try to win on “best” or “cheapest” usually end up competing forever. The memorable ones are often the ones that become very specific about who they are for and what they refuse to be.
100%. It is so easy on paper and in hindsight. But so daunting when trying to do it in a meeting. Having to decide what customer you're not going to focus on. All the ideas of lost possible opportunities kick in. It takes a lot of discipline to do it in real life.