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.