Focusing on your strengths can help you create a more efficient work flow with your team.

“Thank God we are finally choosing a lane.”

I recently heard a director of marketing share with me her relief that her company would be articulating its brand strategy, “Thank God we are finally choosing a lane.”

Her words and relief have vibrated in my mind. They echo the sentiment I’ve heard repeatedly from managers and even C-suite executives who are frustrated by lack of focus.

There are several reasons why a business might choose to specialize in a specific lane or area of focus. For example, a business that chooses to specialize in a particular market segment, product, or service may be able to:

• Develop deeper expertise and knowledge in that area, which can help it to better understand and serve its customers.

• Differentiate itself from competitors and establish a niche in the market.

• Achieve greater economies of scale by focusing resources and efforts on a specific area.

• Increase profits by charging premium prices for specialized products or services.

Additionally, many businesses find that having a clear focus or "lane" can help them to set goals, make decisions, and allocate resources more effectively.

Leaders sometimes underestimate how badly their employees want them to pick a lane, to choose what to focus on.

• Focus enables you to punch above your weight.

• Focus pushes decision-making down and out.

• Focus empowers employees to be fully engaged and alive, so you don't need to do cartwheels to get their attention.

There is no need for the antagonism of “quiet quitting.” Your brand as a North Star puts employees and leaders on the same side.