Creating The Right Core Focus

As part of an ongoing quest for knowledge and ways to hone business practices, our team recently read Traction by Gino Wickman. Taking some of Wickman’s ideas and merging them with our Growth Catalyst process, we have come up with a two-step process for creating your business’ Core Focus.

1. Determine why your company exists

Answer the question of why you are here in the first place. What is your business’ purpose, cause, or passion (pick the label that feels most comfortable to you)? Your answer doesn’t need to be specific to your industry—in fact, it should be able to fit with any business.

When you have figured out your purpose, cause, or passion, Wickman suggests filtering it through eight points to make sure it stands strong:

  • Is it stated in 3 to 7 words?
  • Is it written in simple language?
  • Is it big and bold?
  • Does it have an “aha” effect?
  • Does it come from the heart?
  • Does it involve everyone?
  • Is it not about money?
  • Is it bigger than a goal?

If your answer to all of the above is “yes,” you’re ready to move on to step 2.

2. Determine your organization’s niche

In discussing how to determine your niche, Wickman quotes Orville Redenbacher: “Do one thing and do it better than anyone.” Your niche shouldn’t be overcomplicated; as with step 1, keep it simple (for example, Orville Redenbacher’s niche is “popcorn”).

Staying True to Your Core Focus

When you pair your reason for being with your niche, you create a clear Core Focus through which to filter all business opportunities. All that’s left is stay true to it.

Amie Horan

Amie Horan


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