“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” —Aristotle
“FOCUS” is a foundational principle of branding. Without it, generalities distract, distort, and discredit your brand. Here are five ways to develop and keep it:
- A laser focus is simple. What most companies lack are not ideas at all, but judgment. Good ideas are everywhere. Good judgment is a relatively scarce commodity. Thoughtfully consider all your options and then make your decision based on that simple “stand-out” idea.
- A laser focus is memorable. You can't make yourself or your company successful. Only your customers can do that. A memorable focus has an element of shock. If James Carville had said, "It's the economy," the media probably would have ignored the message. However, "It's the economy, stupid." got their attention.
- A laser focus is powerful. Does your choice of copy and visuals make an impact on your customers, or do you follow rote industry jargon and visuals? Step out of your box with a creative vengeance.
- A laser focus needs an enemy. For you to be truly successful, others must fail. Know what you’re up against and devise a plan of attack.
- A laser focus is the future. A laser-focused company puts its best people and most of its resources into the products or services that represent the future. In the short term there will be a need to handle yesterday's products in an efficient way. That should not, however, distract management from putting most of their attention on tomorrow's focus. Decide what single product, service, or idea is your best hope for the future and let this become your focus.