Let’s zoom out. I talk a lot about marketing your product or service once they are launched, available for the world to come, purchase, and take advantage of your value.

But as there’s one decision that has an even greater impact on your success: your product and service strategy.

That is, the products and services you choose to focus your business on.

Or, said more accurately: your success is determined by the products and services you avoid.

Exclusion, selectivity, and focus are actually more important than the products you bring to market.

There’s a reason Apple only brings a tiny percentage of the total products it considers to market.

Further, the reason Research in Motion is struggling so much right now is that it spent a year bringing the wrong product to market, to compete with all the Android tablets and iPads. It’s the same reason Microsoft (which never cared much for focus, or a selective product strategy) will struggle with its Surface tablet. And it’s the reason Best Buy is struggling right now is that it decided that its strategy would be to compete with Amazon, the undisputed king of the online retailing world.

So, when you’re planning your products and services, be as selective as you can. Be thoughtful. Say no to nearly everything. This way, you’ll be able to focus fully on the products and services you do select.

It’s an easy to crowd to stand out amongst, and with this approach, you’ll have no trouble doing so.