Narrow the Focus

There is a man called Fred DeLuca who started a little shop that made sandwiches.

While every other shop in town was selling soups, salads, chicken rolls, cigarettes, doughnuts, submarine sandwiches, cookies and cakes. Fred DeLuca decided to focus on making a type of sandwich called a submarine sandwich.

Fred became really good at making submarine sandwiches, so good in fact that word got around pretty quickly that if you want a submarine sandwich go to Fred's place...a little shop called Subway.

Fred's shop is still making sandwiches.
Its a bit bigger now, so big in fact that it has 12,008 stores across America and is quickly expanding across the globe.
In 1994 Fred DeLuca paid himself at tidy $60 million. Just for making sandwiches.

Don't try to do everything, narrow the focus.

Do one thing and do it well.

(info source; The 22 immutable Laws of Branding, Al Ries and Laura Ries, Page 9)