11: COMPETENCY Exploit your core competency.

Most companies do one thing really well. Whether they like it or not it’s the thing that keeps them in business. And keeps customers returning. Ever noticed how businesses are always trying to change their core competency? As if competency is something you buy off the rack at a local discount store? Most businesses are better off sticking to their knitting rather than extending and expanding their core competency. Just ask Proctor and Gamble. Figure out your true core competency, then protect it and exploit it. Know its limits. It is sometimes better to walk away from an order or fire a customer if they get beyond your core competency.