On its surface, the Law of Focus seems simple and straightforward, but actually it’s got quite a few layers to peel. It’s perhaps more about narrowing things down than finding and owning a word, and being able to own a word comes as an end result of the process. Then again, perhaps first trying to find and own a word can be a means to an end, a way to ensure that your business is focused enough. In any case, there’s no doubt that a company can become incredibly successful if it can find a way to own a word in the mind of the prospect.
Read MoreThe Law of the Category
The Law of the Category makes a lot of sense and there are many similarities to The Blue Ocean Strategy. Creating an uncontested market space is of course easier said than done, but still worth thinking about carefully before setting up a new venture. There’s nothing wrong per se in the alternative, i.e. starting to compete in an existing category, but it seems obvious that it’s much harder and might ultimately become a race to the bottom.
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