This is where hard choices are important, in any competitive market (like ours) to cut through, your strategy must have the power of a laser rather than a broad coverage of say a flood-light. It is by focussing all its energy at a small point, that a laser is able to cut through and drive change. I assume most people reading this blog also have very limited resources available to them (I doubt the likes of Elon Musk or Bill Gates have discovered these blogs yet!). If not anything else, just this fact should be enough of a drive to focus one’s energy, for in a competitive world if you can’t do a job well, someone else will come along and do it better than you and cheaper than you.
It was not a very long time back, when I was part of a product team which was 20+ strong at a Tier 1 MNO. Whilst I was screaming for more attention on roaming (being the roaming product manager), the team was trying to launch a music product, a TV product, WiFi service, a tablet device etc, etc. I’ll not waste your time or insult your intelligence by telling you which one of these were successful. I’m not for a minute saying that companies should not be innovative and try to launch new products and services, but in a competitive market “lets also try that” just does not cut it. Perhaps if we had focussed on one of those, we may have even got somewhere. It’s something like betting on a horse, if you bet on all the horses in a race, sure one of your horses will win, but overall you are going to lose.
It’s also not really only a question of resources, let’s look at 2 of the biggest companies in the world often cited as the best marketeers with deep pockets with billions of dollars to invest.
Going back to a time when there was world beyond the likes of Google, Facebook and Apple, it was PepsiCo and Coca Cola who everyone looked up to for their marketing finesse and strategic thinking.