We make a lot of decisions when we are in business, but one of the big failures for many of us is that we spend too much time trying to defend ourselves from almost everything or we try to have a certain level of proficiency in everything, no matter what.
This is important because in almost every situation we need to spend more time focusing on our strengths.
In branding, you might refer to the worst tendencies in this is called brand expansion, which has been proven to hurt the primary brand because it undermines the core brand value and diffuses focus from the things that are most important.
That’s why it is really important for you to focus on your strengths. Because it isn’t very often that a client is going to pick you because you have shored up all of your weaknesses and are totally competent at all aspects of business.
No, the truth is that you need to be more focused on your core strengths and build a strategy around those strengths because it is likely only one or two things that are going to make a difference to your business and the way that you are perceived in the market.