About the book
Marketing expert Al Ries argues that a company's lasting success comes from concentrating on its core products rather than diversifying into unrelated businesses. Focus, in his terms, is the category a product or service holds in the customer's mind, and pointless mergers and acquisitions pursued for growth tend to blur it. Drawing on real-world examples from many industries, he contends that the companies resisting diversification and owning a category are the ones that dominate their markets. He also sets out how a company can become focused and stay that way, with the aim of raising market share and shareholder value.
Ben Horowitz, co-founder of Andreessen Horowitz, called it excellent on branding, naming and marketing, and Readable.io founder Dave Child said its advice has not dated and described himself as easily tempted by new features and technology.
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This book has 2 recommendations
Dave Child (Founder/Readable.io)
Well, let's start with the business one, as that's a bit easier. Focus: The Future of Your Company Depends on It by Al Ries is a few years old by now, but the advice hasn't changed. I suffer (for want of a better word) from something I call Shiny Thing Syndrome - I'm easily tempted by new features, or a new website, or some new technology, and while I absolutely think there's value in exploring tangents and building things for the fun of it, it's also critical to not be too distracted by something which isn't going to help you get where you want to be. Focus is a great exploration of what it means to be focussed and the costs of distractions.
Ben Horowitz (Co-founder/Andreessen Horowitz)
Focus by Al Reis is a excellent on branding, naming, and marketing.
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