Look closely and you'll find the leading brands in customer experience consistently innovate within a core area of expertise. Most of the time, no matter how complex the business, it's easy to summarize such competencies in three words or less.

Consider the following:

Starbucks brings us coffee culture

Amazon sets the standard for online retail

REI delivers recreation and adventure

Best Buy offers electronics and entertainment

Great Harvest warms us with local baked goods

Progressive innovates insurance

Coca-Cola brings us liquid refreshment

Ebay has people selling it

Disney entertains us with innovative story telling

It takes discipline, focus and dedication deliver one thing better than anyone else. Exercising this discipline also helps create clear brand association for your customers.

What's your core focus? Can your employees articulate it? Do your customers get it?