“Nike makes some of the best products in the world. Products that you lust after. But they also make a lot of crap. Just get rid of the crappy stuff and focus on the good stuff.” – Steve Jobs
Apple Computers made everything when Steve Jobs came back to Apple in 1997. They made cheap computers, expensive computers, business computers, servers, software, printers and digital cameras. When the dust settled, Jobs had cut 70% of their products and refocused the company on doing four products world class. The strategy worked and enabled the Apple team to focus their efforts on what they decided they were best at – consumer electronics. Some of this singular focus led to breakthrough designs as they were able to shed the opportunity cost of working on non-core goods.
Nike may want to heed Jobs’ advice. They do make some really cool stuff and some really crappy stuff. But then again, so do we. When our focus from delivering uncompromising service wavers from our core markets, we get the same reputation that Nike has. Our job is to shed the crap and focus on what makes us good.