The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (Frederick A. Crawford, Ryan Mathews)
“Figure out what you do best and don’t dwell on the rest.” Some mistakes in business are obvious. One that may not be so apparent is “the mistake of universal excellence.” Too many companies try to be world-class when it comes to their product, its price, and the service, experience, and access they offer their customers. This is, surprisingly but certainly, a mistake. Why? First of all, because it’s an impossible goal. Second, customers don’t expect if or even want it. The strategy in this book is ‘simple’: dominate in one key area, differentiate yourself in a second and be industry par in the others.