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320 pages, 1996

business & management

business & management

1082 books

If your company has lost the focus it once had, here are clear solutions for moving your organization back to its key service and discarding everything else. Ries, the co-author of The 22 Immutable Laws of Marketing, gives clear examples from a variety of industries and demonstrates how crucial focus can be. 

Focus, he offers, is the key component to the successes of on-track companies such as Coca-Cola, Volvo, Sun Microsystems, and Little Caesars. He defines a new standard of corporate competitiveness for companies both big and small and passes on his extensive marketing experience and cutting-edge managerial advice. Get focused: your future depends on it.

The Power of Focus

Al Ries emphasizes the importance of focus in achieving success. He believes that by narrowing down your attention to one specific area, you can become an expert and dominate that field. So, instead of trying to be a jack of all trades, find your niche and stick to it.

Avoiding the Dangers of Diversification

Ries warns against the dangers of diversification. He argues that spreading yourself too thin can lead to mediocrity. Instead, he encourages you to concentrate on what you do best and strive to become the best in that area.

The Importance of Branding

In 'Focus', you'll explore the significance of branding. Ries explains that a strong, focused brand can help you stand out in a crowded market. He provides practical tips on how to build and maintain a powerful brand.

The Role of Perception

Ries delves into the role of perception in business. He believes that how customers perceive your brand is more important than the reality. Therefore, it's crucial to manage and shape these perceptions to your advantage.

The Strategy of Leadership

Lastly, Ries discusses the strategy of leadership. He suggests that being a leader in a specific field can give you a competitive edge. So, don't just follow the crowd, strive to lead it.


Ev Williams

Ev Williams

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authorArianna Huffington

Arianna Huffington

authorBen Horowitz

Ben Horowitz

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David Cancel

David Cancel

entrepreneurtechnologyventure capitalist