Focus: The Future of Your Company Depends on It

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.

Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.

This book was the best and easiest way to explain to new team members our philosophy. Three years later we were able to meet Al and ask him to join our Board - where his continued application of focus, the brand strength, the increased margins, the stability - all had tremendous payoff. I have read all of his books and if you can only read one - this is it! A great book to give starting Entrepreneurs and pays off large dividends for anyone running a business. It is also a quick read and keeps a fun, macro perspective on the topic.


Superb insight into how to build your business.   June 14, 1999
5 out of 5 found this review helpful

A brilliant explanation of the value of focusing in our businesses. It gives fascinating accounts of how billions have been wasted, and made, by following, or not, the principles outlined.

Interestingly, we realise that what Al speaks of is just as true in any area of our lives; whether running a group, organisation or doing something at home. A great read even if you don't have a business. All the books by Ries and his earlier partner, Jack Trout are the best in their fields.


Brilliant, witty, humorous, Al Ries is a genius!   August 6, 2001
Adam F. Jewell (Pittsburgh, PA USA)
5 out of 5 found this review helpful

What new markets and synergies can we build through corporate diversification and brand extensions? This, Al Reis contends, is a loaded question, one that companies repeatedly answer and act on to the detriment of stock market success and earnings growth.

Reis argues that all to often the focus of a company is lost as acquisitions are made that have nothing to do with the core area of expertise. Strong brands are often diluted through ill-conceived extensions. The wrong extension serves to distract the company, and confuse the consumer as to what the brand stands for. V8 Splash anyone?

The loss of focus, and the accompanying deterioration of market share and competitiveness are illustrated though countless examples from virtually all industries. "Focus" is engaging to read, clearly illustrates the authors' arguments, and weaves just the right amount of humor throughout, to keep you smiling.

Focus is a simple but powerful concept. Not only does it make for spectacular business strategy, but investment choices, and the structure of your personal/professional life as well. If you ever feel like weight of your ambitions and varied endeavors is detracting from your achievements, a little focus must be in order. Read this book, you'll be glad you did!


Top notch stuff. But the tape is better than book.   May 5, 1999
4 out of 4 found this review helpful

I read the book first. I thought it dragged a bit. Then a friend lent me the cassette tape version. I found the spoken emphasis that Al Ries put into the recorded cassette tape version of the book made a HUGE difference. Of course, the whole Al Ries / Jack Trout school of thought is not one shared by everyone. But if you are in marketing, you need to get this. If you ar ean employee and you just want to define your career objectives more clearly, then this book is for you.


Superb. Read it.   January 3, 1997
4 out of 4 found this review helpful

Al Ries is one of the sharpest marketing minds around. Focus is simply yet another excellent book he's put out. Read it and take heed: trying to do too much . . . trying to be too many things to too many people . . . diluting your efforts, money, and time over more projects than you can profitably and effectively handle -- these will all literally put you out of business. Many of his stories are based on big corporations. In my own case, I'm a one-man operation -- and the lessons are at least as true for me as they are for the hundred million dollar businesses. In my opinion, anything written by Al Ries (and his former co-author Jack Trout) is some of the best stuff anywhere.