Building on strengths is far more effective than trying to correct weaknesses. This is true for companies (especially those in consumer electronics) and individuals. I’m constantly telling clients that when you focus on weaknesses you inevitably divert focus, innovation and priority from your areas of success. This is the greatest cost of focusing on weaknesses: your strengths suffer.
For example:
- If you’re beloved for your smartphones, tablets may not be your forte (see RIM). And as a result of focusing on tablets for a year or longer, your smartphone business has ended up on life-support.
- If you make good software, you shouldn’t try competing with Apple in the music player category (see Microsoft).
- If you make routers, don’t acquire one of the most popular consumer electronics products on the planet for over $500M — the Flip video camera — because you’ll sadly, but probably correctly, kill the product months later (see Cisco).
So ask yourself: what are you best at as a company, and as an individual? Then invest your energy with laser focus on developing those areas. Be aware of your weaknesses, but avoid developing them at all costs. It’s a losing proposition.
I am a marketing consultant with clients that include TiVo, Logitech, T-Mobile, Sprint, Yelp! and ZAGG. My new book, Evangelist Marketing, was published last month, and is 288 pages on topics like this one. My Web site details my work.
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