A simple, crystalline concept that flows from deep understanding about the intersection of the following three circles: what can you be best in the world at, what drives your economic engine, and what are you deeply passionate about?
In order to be great at something, you first have to understand what you can and want to be great at it and pursue that and nothing else. This conclusion comes from analyzing the three circles and determining what concept intersects. While the hedgehog concept was designed to understand how good businesses became great, the hedgehog system can also be used to analyze any system or personal goals to find what would make it great.
In business, to be great you have to find your niche, some place where you can be number one or two in the market.
In the mid-1970s, Walgreens and Eckerds were about equal in the market. However, Walgreens decided to focus on things that it could be the best at, while Eckerds did not.
Walgreens decided that it could excel at having the best, most convenient drugstores with a high profit per customer visit. It got rid of inconvenient locations and built on locations with high customer traffic. It then provided services in the store to increase profits, such as film processing.
Meanwhile, Eckerds spent money acquiring other drugstores and going into the home video market. Walgreens focused on what it could do best, what generated the most profit, and what it was interested in doing. Eckerds did none of these things.
By 2000, Walgreens was still going strong, while Eckerds has ceased to exist as an independent company.
Source: Jim Collins, Good to Great.
Kyle Crocco is a Content Consultant in Santa Barbara for BigSpeak Speakers Bureau and Airtime Watertime®.