FOCUS

Best selling author and marketing guru Al Ries shows why companies should focus on their core products and get rid of any energy wasting ventures.

With increasing competition and globalisation, Al Ries shows the key to true market share and sustainability is to narrow the company’s focus in such a way that it can dominate and own a category in the mind of customers – like the way Volvo owns “safety”, BMW owns “driving” and FedEx owns “overnight”.

Too many companies who are hooked on growth are entering pointless mergers and acquisitions for the sake of ‘synergy’. What they are really doing is diluting their brand strength, diluting their focus and putting their company at risk. We have all seen the classic situation whereby big companies with great brands such as Addidas running shoes, have linked themselves to products that are unrelated in the mind of consumers, i.e. Adidas cologne.

In this book, Al Ries lays out the smart way for your company to evolve and increase market share without sacrificing your brand – simply Focus – the future of your company depends on it.