In Atul Gawande’s brilliant book, Being Mortal, the author shows that when assisted living facilities focus on safety above all else, they create an environment that feels less like home than a prison, giving residents the sense that they have no control over their lives. This ensures that no one wants to live in one of these facilities. While safety is crucial, it shouldn’t drive the business model. Take a look at your own industry. Chances are, everything you do is based on some primary focus. Is it the right one? Is it the same as your customer’s? How would changing that primary focus change the way you do things?