A few years ago, my wife and I were thinking about building a new home. We spoke to a number of builders in our community, and after a few meetings something started to become clear… any one of the builders would build us pretty much anything we wanted.
Sure, there were a few specialists, but those ones were only on the high end building expensive luxury homes.
Rock stars specialize… so why don’t more businesses?
Ozzy Osbourne doesn’t record acoustic ballads. John Mayer doesn’t bite heads off bats. Each of them does their thing, and does it very, very well.
Rock star brands specialize as well.
Consider the case of Coca-Cola. I think we can agree that Coke is a reasonably successful brand, right?
Coke makes Coke and Diet Coke, along with variations like Cherry Coke and Vanilla Coke. Frankly, they probably make too many variations for their own good, but that’s a post for another day.
Coke makes hundreds of other drinks, but they aren’t called Coke.
Coke also makes water. They call it Dasani.
Coke also makes a sports drink. It’s Powerade.
Coke even makes mixers for alcholic drinks. They are the makers of Baccardi Mixers like mojito, pina colada, and daquiri.
Coca-Cola makes over 3,500 products in over 200 countries, but there’s only one Coke.
How can we apply this to home builders?
If you really can build any home for any one, then create several independent home building companies that share back-office functions.
One division specializes in custom-built luxury homes.
Another division focuses on the everyday homes from plans.
Yet another division builds entry-level homes with attractive price points.
And another builds cottages and recreational homes.
You see where this is going.
You can apply the same lesson to nearly any business.
If you want to make your business famous for something, choose ONE thing and do it really, really well. And if you want to do something else, start a new business that does that new thing very, very well.
Focus is essential to business. And focus is a big part of the book Brand Like A Rock Star: Lessons From Rock ‘n’ Roll To Make Your Business Rich And Famous. The book is on sale at on-line and in-store retail locations everywhere, and you can order it instantly right now in digital download or paperback.