Stick to Your Core

I know we know it.

It’s just too bad that we often ignore or forget it in the midst of our hustle.

The core. Yes, the core.

Remember the core?

I’m referring to the strongest identifier of our businesses and organizations. It’s the thing that we’re best at. It’s what uniquely distinguishes our work with every other endeavor in our field. It’s probably why our companies were created in the first place.

I know it’s fun (and even feels justifiable) to pursue all of the idea flashes we see around our core concept and competency. Nevertheless, remembering and committing to our core are essential to long-term innovation and growth.

 Here’s why:
  • Innovation of new ideas apart from understanding its integrative benefit to the core may diffuse the strength of your effort and its impact.
  • Understanding your core gives you permission to say no and relieves you of the stress of trying to please everyone. (By the way, you can’t please everyone. In fact, most great products or ideas aren’t for everyone.)
  • You will save yourself countless hours of being pulled away from what you really need to be working on.
  • Ultimately, people remember what you’re best at and not what you’re good at.

I’m all for new ideas IF they can be clearly connected to the core offering. It’s vital that we work towards creating filters that help us stayed focused on what we’re hoping to develop.

Think lean. Think core. Build upon your core and not away from it.

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Charles is the CEO & Chief Idea-Maker at Ideation, a brand innovation company that specializes in helping businesses & organizations build remarkable brands via innovative business design, organizational change architecture, brand integration, design, web, and marketing services. He is also the author of Good Idea. Now What?: How to Move Ideas to Execution, a practical book designed to help people move ideas to implementation. Charles is regularly invited to speak to leading companies and organizations on topics such as creativity, innovation, idea-making, and branding. Executive leaders from brands including Wells Fargo, Toyota, The White House, Catalyst, William Morris Endeavor, mun2, Council of Urban Professionals, Chick-fil-A, and many others have benefited from having Charles present at their key events.