Lisa Nirell's Marketing Waves Blog

Stop Focusing on Your Core?

Forbes columnist Adam Hartung just posted a provoactive article entitled "Stop Focusing on Your Core Business."

Have I grabbed your attention yet?

He implies that markets are changing faster than ever, cialis sale and focusing on our core business forces us to lose our ability to innovate. He also boldly asserts that we have been sold a bill of goods from Tom Peters, Jim Collins, and other experts who have encouraged business leaders to focus on their core competencies.

Now is your chance to weigh in on this. What is your opinion?

(P.S. read the comments section on for my viewpoint).

copyright 2010, Lisa Nirell.  All rights reserved.

2 Responses to Stop Focusing on Your Core?

  1. John Cousineau: August 3, 2010 at 11:10

    Lisa: Adam’s points got me to reflecting on some of my take-away’s from your book, ‘Energize Growth’. In his article (and the comments it’s provoked), Adam makes some interesting points about ‘sticking to your core’ vs. ‘disruptive innovation’. You, by contrast, seem to suggest in your book that firms *not* pick one of those two paths over the other to growth. Instead, implement processes (and supporting analytics) which focus efforts, founded on values, that build and amplify customer value.

    Your thinking, in my view, is well aligned with what firms like Apple have done to both stick to their core + innovate disruptively at the same time. This seems to makes more sense to me. It’s certainly much more aligned with what we’re seeing work well for firms trying to dramatically improve their B2B sales productivity.

    Trust this adds some value. – John

  2. Lisa Nirell: August 3, 2010 at 11:35

    John, You are correct. I think Adam was aiming for more shock value in his article than practical value.

    In my opinion, it’s a necessity to juggle “sticking to your core” with “disruptive innovation…” unless you are running a lifestyle business with few growth aspirations.

    You can also learn more about this strategic balancing act in a previous post:

    This post showcases Dartmouth Business School’s Vijay Govindarajan’s 1-2-3 Planning Framework. Very relevant to our discussion.

    Thank you for sharing your comments.

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