By focusing on work no one else was doing, they could create the knowledge, tools, and expertise to become the premier company in the world at presentations. But to achieve this they would have to say no to everything else. Even in bad economic times. Even when paid work was offered to them. It was the price for becoming distinct. In other words, they would have to be more selective in the work they took on, so they could channel all their energies towards excelling in the area that had become their speciality.
