Jim Collins in his amazing book “Good to Great“, talks about the Hedgehog concept, which is the core of your business. If you understand your hedgehog concept, and stick to it with devotion, your company can become great.
Collins uses the parable of the clever devious fox and the simple hedgehog. The fox keeps coming up with new ideas to eat the hedgehog, but the hedgehog beats him by employing his one simple trick.
Rolling up into an inedible ball of thorns.