Rule #2: Focus on what you do best.

This is a deep vs. wide issue. Decide what your core services or products are and focus on excelling in those areaa. The playing field is already wide, so be the best player at your position.

I'll give an example: I work for an organization that provides medical, mental health, and medical case management for people with HIV/AIDS. We do an outstanding job at all three. I have an excellent staff of case managers and clinical therapists who work hard all day, every day meeting the needs of our patients. It is evident that they really, truly care about our clients (Rule #1) because they will come in early and stay late to better accomodate patient's schedules. And they are constantly suggesting ways that we can improve patients' experience in our clinic and how we can remove barriers to treatment.

Do you know what we don't do? Outreach. We do almost no direct outreach in the community. Outreach is a very important component in the fight to prevent the spread of HIV, but we know that our staff doesn't have the time or resources to be the best in both case management and outreach. There are other agencies in the community that do amazing things in outreach, and so we support them as best we can through funding and other resources.

A good example of focusing on what you do best is Microsoft. They a juggernaut in the software business, dominating both the operating system and office software markets with Windows and the Office suite, respectively. Even their web browser, Internet Explorer, continues to enjoy the largest share of its market. They have made billions and billions of dollars selling software, and focusing on that is the key to their success. Sure, they've tried to sell a few devices now and then (e.g. XBox gaming systems and Zune audio players), but their bread and butter remains their software. On the occasion that they have branched out into other areas (i.e. the Zune) they haven't done so well.

Despite the persistant rumors, Facebook has yet to release a "Facebook Phone." And if they ever do, it will still revolve around their core product - Facebook itself - because that's their focus. You won't see them making hand tools, desktop computers, or automobiles. Facebook won't be selling dishwashers or drilling for oil or delivering babies. Those things aren't their focus.

Focusing on what you do best also allows others organziations focus on what they do best. Only in rare occasions when organizations become so large that they are able to afford to branch out (such as GE, for example) into other areas. And even then it doesn't mean they'll be an industry leader in that area.

So, the question your organization must answer is: Do you want to be truly great at what you focus on doing, or do you just want to be kinda okay at a smattering of things?