Focus on what is important to your customers and nothing else.
How many great brands are still around today as a result of trying to be everything to everyone? Not too many….maybe none. If they are, they’re in trouble and trying to focus (or re-focus) on what is important to them and to their customers.
On the flip side, look at the great brands today that have survived a few ups and downs in the economy and marketplace. Where are all of the PC clone companies from the 1980’s who criticized Apple for not selling out to the PC clone man? Whether you agree with it or not, their 1984 (Note: I will probably make other Orwellian references in this blog) Superbowl commercial introducing the Mac was completely “anti-status quo” and made fun of the drones who aimlessly followed the masses.
Granted, Apple has spent a lot of money on marketing over the years and hasn’t been dead right on everything, but for the most part they’ve stayed focused and consistent and true to their claims, their products and their customers. And guess what? They’re still around with a 10% (and growing) share of the huge personal computer market. They are also the leader with other products that revolutionized industries and markets – iTunes, iPod, iPhone and now the iPad.
They’ve done this with focusing on what is clearly important to their customers and ignoring the rest. Not only have they made their products easier to use (and pretty cool looking too), they’ve made buying decisions and the total buying process easier.
Have you been to an Apple store lately? Even if you’re a die hard PC person…..I was for 25+ years, you can’t help but drink some of the Apple “Kool Aid” there. Everything from the moment you walk in the store is different than what we’ve experienced everywhere else.
When I walked in there I felt like they were focused on the one thing they believe is the most important – me. I’ve been converted. I drank the Kool Aid and I’m gladly spreading my bias. My point isn’t that you should be an Apple fan (even though I believe you should be).
My point is you need to focus on what is important to your customers and nothing else. They don’t care about the rest regardless of how important you may think it is.