‘Business focus’ is a term that is a little diffuse in definition. To clarify, for us the term ‘business focus’ means a clear, well-developed assessment of your ‘best business’. This goes further than a mission statement or a brief description on some promotional material. This means knowing where your company’s strengths lie and also knowing the source of your income and revenues, both of which are essential to marketing success.

The primary reason why a business focus is important is that it assists you in the process of putting together a streamlined and efficient organisation. However, on top of that, a business focus is a way for you to differentiate yourself from all of your competitors. But, you will need an extensive knowledge of the field that you work in. Once you have this, you should aim to be a big fish in a small pond, rather than a small fish in a crowded, big pond. In other words, find your niche, preferably an area that not to many other firms are working in, and fill it.

The need for differentiation is particularly true in the construction industry, which is what CBD focuses on. It is a crowded business with a lot of competition, particularly in the UK, because of the geographical proximity of many of these businesses and also the rather grim current economic situation. Thus, maximum success lies in a clear focus on work in your areas of real, proven strength. If you have isolated this market and are intensely focused on it, you will hopefully grow to be a recognized expert in your chosen field.

This may seem like common sense but it is still absolutely essential to remember, whether you are starting up a new business, or you are working for an established, large firm. If you start to lose focus, you lose a sense of mission, a sense of direction. The inability to retain this focus in the process of growth can cause massive problems. One example that particularly comes to mind is Starbucks. If you remember back a decade ago, they were perceived as a small niche coffee house, based in the US, which had a pleasant atmosphere. Now, they are mentioned in the same breath as McDonalds, thought of as one of those large multinational corporations that destroy the environment and are synonymous with the image of stressed out businessmen. What has changed? It appears that Starbucks, in their quest for larger markets, they lost the business focus that made them so popular in the first place. They are now paying for it with a negative consumer image that will be affecting sales. Case in point, stick to your guns and don’t lose focus.