Core Components
Core Focus™
A two-part statement that defines your company’s reason for being: your Purpose (why you exist beyond making money) and your Niche (what you do best and for whom). It’s the center of your Vision and acts as a filter for every business decision.
In Plain English
Your company’s ‘why’ and ‘what’ distilled to their essence. If an opportunity doesn’t fit your Core Focus, you say no.
What it looks like in practice
A landscaping company states its purpose as creating outdoor spaces families use, and its niche as residential design-build above a set project size. It then stops bidding on commercial maintenance.
The common mistake
Treating it as a slogan. Core Focus is a filter. If it never causes you to turn down work, it is not doing its job.
Related Terms