| Imagine a word Polycom for a moment. What do you | | | | It's so hard for companies to give up on expansion. In |
| think about after hearing the word? You're absolutely | | | | fact, specialization takes courage and it means giving |
| right, it's the teleconferencing device placed at your | | | | up on a few things. However, if done right, the brand |
| company's conference room tables. | | | | could become the leading and only viable solution like |
| Have you ever thought about who makes these | | | | Polycom in digital conferencing. Simply put, Polycom |
| devices? Probably not unless you're the company's IT | | | | doesn't fool around by trying to become the next |
| person. But, you know these devices all look | | | | er" everything company. |
| consistent. Usually in black and has a few buttons. You | | | | When their market thinks about the product and |
| press things here and there, it magically brings callers | | | | service this company represents, they think about |
| together to the conference room. | | | | Polycom like there is no substitute. They are |
| Unlike many other high tech manufacturing companies, | | | | successful because they focus, focus and focus their |
| Polycom does not attempt to go into many niches. | | | | specialty. A company can be #1 or 2, but anything less |
| They stay in one niche -- Teleconferencing industry. | | | | than that faces too much competition. Only one |
| Xerox is a great copier, but how about so as a printer | | | | company can become the cheapest and the rest |
| (It's okay, but not as good as HP)? HP is an awesome | | | | requires branding. |
| printer, but how about in digital cameras (Wait, I think I | | | | How about your company? What does it stand for? |
| like Canon or Konica)? Companies can't be number | | | | Trying to represent in many things in the long run will |
| one in all niches although their obligation to please the | | | | hurt your company brand. |
| shareholder always tells them "Yes" they can. | | | | Think like Polycom, then focus, focus and focus. |