What’s incredibly difficult to attain, simple to lose, and one of the rarest commodities in business?

Not revenue. That’s easy compared to this.

Not good talent.

Some more hints:

This particular business discipline is completely within our control.

And if you have it, it is often the singular key to great success. But when you lose it, it frequently accounts for corporate disaster.

Finally:

RIM once had it, but no longer does.

Best Buy also — had it once, but no more.

Microsoft hasn’t had it for a long time, and neither has Google.

Apple has it in spades.

What is it?

FOCUS.