That’s exactly what the capture in the Sport Illustrated cover is inferring.
When you’re number four or five in a market, when number one sneezes, you get pneumonia. When you’re number one, you control your destiny. The number fours keep merging; they have difficult times. That’s not the same if you’re number four, and that’s your only businesses. Then you have to find strategic ways to get stronger. But, GE had a lot of number ones.
Jack Welch, interview, Business Today, February 7-21, 1995
A big part of defining your brand is understanding what you don’t do.
If you’re working for an organization, the it’s possible you don’t have control over whether the decision makers properly align themselves. However, you do have control over yourself and what you do or offer personally.
Michael Jordan should never had played baseball. M. Knight Shyamalan should have stuck with horror and suspense films and never ventured out into big budget action. And, Rudy shouldn’t have played football.