Having a business strategy means having a focus.
In fact, having a focused business growth strategy is one of the fundamentals of business success in today’s hyper-competitive world.
But just using the word “Focus” or “Specialize” in your company description doesn’t make your strategy focused.
Case in point: I ran across this company description recently where they mistake using the word “specialize” with actually having a focused specialty.
“Blank Group strategic consulting specializes in marketing strategy development, change management, internal branding, change communications, market research, focus groups, and now, talent branding.”
I hate to break them the news, but that’s not a focused strategy.
If you want to dominate your market, segment or niche, don’t mistake words for reality.