Numi's undershirts are used by nurses, flight attendants, and menopausal women, but their marketing focuses narrowly on the "professional woman." This avoids diluting the message. Trying to speak to everyone results in speaking to no one; a narrow focus creates a stronger brand identity and more effective campaigns.

Coterie maintains its premium brand status by systematically rejecting initiatives that don't meet an extremely high bar. If a new product isn't 'demonstratively better' or in direct service to the customer, the company kills the project, protecting its brand and focus.

Blockworks shut its news division not just for focus, but because it couldn't give the journalists the top-level attention they deserved. Keeping a deprioritized unit starves its talented employees of resources and opportunity, making it better to let them go where they can be a primary focus.

For Numi's novel undershirts, a major challenge was educating the market on the problem and solution. When competitors emerged, they didn't just steal market share; they helped validate the category and shoulder the burden of customer education, ultimately expanding the total addressable market.

A founder of an athletic underwear brand faces a classic strategic choice. One path is to focus narrowly to dominate a niche, like Spanx did. The other is to expand into adjacent products (like sports bras) to create a complete brand system. This highlights the core tension between operational focus and building a broader brand platform.

Before a major business pivot, first identify what can be let go or scaled back. This creates the necessary space and resources for the new direction, preventing overwhelm and ensuring the pivot is an extension of identity, not just another added task on your plate.

Deciding which products or services to cut can be an emotional process for founders. Amy Porterfield advises removing the "drama" by relying on data. By tracking metrics for each offer, she could make objective decisions to retire those that didn't make business sense, simplifying her path to growth.

When a business is struggling with multiple revenue streams, the best strategy is to simplify. By cutting underperforming or noisy channels, you can amplify your focus on the one or two profitable areas. This distillation creates the clarity needed to stabilize and eventually rebuild the business.

Eliminating a popular and profitable product line can be a wise long-term strategy. If a product, even a bestseller, creates brand confusion or pulls focus from your core vision, cutting it can strengthen your primary brand's identity and lead to more dedicated growth.