Focus: The Future of Your Company Depends on It

This book talks about the power of focusing your business only on a single industry, single Niche market, Single group of products or even a single product. The value of focus buys branding real-estate in the mind your consumer, you may make less money than by being a diverse business, but your profit margin will be so much better and your business value will be head and shoulders above the competition. The book gives example after example of what THE VALUE OF Focus brings to your business. This book was written over 20 years ago and it is still relevant today.

This is an excellent book. It is a good reminder for those of us especially in smaller businesses to not try to be all things to all people.I found as I am sure some of you will that I was already doing some of the things right. It does however reinforce the specialization factor that we can eaily forget about.This book made me go back and reassess the things we do. We actually eliminated a couple of types of work we did based on this books suggestions.Some of the examples noted are out of date and the book should be updated to reflect that.

The book goes on and on about the same idea: Focus your brand! The author presents very interesting examples. This book should be read by marketers and general strategists.

Focus is a key strategy in a company. Being excellent at something instead of being good at many things is indispensable and necessary in a world where many companies and people try to do everything. This should not be misinterpreted and think that companies should only have one product or service. Companies can design, develop and add products or services as long as they are consistent with their core business.

This is a book that I not only enjoyed when reading, but it is one I will come back to and read again. The writing is first class and the research underlying the text and the conclusions is at the same standard.Even though the book is more than a decade old at this point, and the examples are arguably dated, the analysis and conclusions are applicable to today and the foreseeable future.Highly recommended. I was able to purchase the hardcover book used and in excellent shape, a true bargain in all respects.

Don't try to run marketing, or any senior position, until you understand what is meant by FOCUS!

Content is exceptional, print quality is terrible. Thin paper and low ink coverage.

Good book

I read this book back in 1997 and re-read it again. Still right on target. Teaches you how missing your focus will also lead to missing your objectives.

Necesario para marketeros que necesitan un zoom sobre estrategias de Marketing. No pongo las 5 estrellas porque no está en español

Al Ries è uno dei maggiori esperti al mondo in creazione e sviluppo di Brand.Insieme alla figlia Laura, han definito / codificato alcuni step/punti fondamentali da tenere in considerazione per poter creare un brand efficace.Infatti, nel 2016, non è più possibile, negli USA ma anche in Italia (anche se siamo indietro di secoli rispetto a loro), creare aziende dal nome indistinto, ma serve uno studio per definire i fondamenti che aiutino l'azienda ad entrare nella mente dei consumatori come la prima nella nicchia di interesse.Focus è il primo punto della strategia:con questo libro Al Ries insegna a trovare la propria nicchia specifica per la quale diventare riferimento, da studiare e della quale identificare le necessità.Un Must per ogni imprenditore / Brand Manager / Marketing Manager

Recalling it has straightened me up on many occasions. Although it could do with updating in the digital age, the research and analysis about the importance of focus is massively persuasive and becomes increasingly compelling as its many case studies are rigorously explored.

The quality of the product is not upto the mark.