23 Jan Stop Trying To Be The Best At Everything

MessageBase’s Nicholas Ashford tells Business Matters magazine that Businesses need to stop trying to be the best at everything. The reality is that companies that try to excel across every attribute either fail or over-invest. Consumers only care about Access, Product, Price, Service and Emotion. Successful firms take a focused path, choosing one attribute to dominate on, one attribute to differentiate on and aim for parity on the rest.

Read the rest here: http://www.bmmagazine.co.uk/columns/opinion/stop-trying-best-everything/

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