Jack Trout is the co-author of “Positioning,” one of the most important marketing and branding books ever written. In a more recent work, “A Genie’s Wisdom,” he warns of the danger of placing growth above your mission. If growth is the goal, he cautions, then a business will do whatever it takes to grow, adding products or services that have little or no connection to its mission. In this “something for everyone” process, it often gives away the unique position which gave it momentum in the first place. Instead, Trout suggests, focus on deepening your particular niche and fulfilling your mission. Do that well, and growth always follows.
