Here is one small business that realized the benefits of making hard strategic choices. More to come over the next few weeks.

Primary Key Technologies is a web development firm in Reno, Nevada. In 2004, the owner clearly identified his vision for his business – to grow revenue without working additional hours. He wanted to stay small, not hire additional employees, but increase his profitability. To do so, he dedicated a portion of the company’s time each week to develop specific kinds of online services that allowed him to take the company in a more focused direction. Now that the company was not attempting to excel in many different areas, they could better allocated their time while also charging more for their expertise in their focus areas. While it took several years for his firm to be recognized as an expert in these focus areas, and even though he regrettably had to turn away business that was outside of the vision, the company is now receiving direct contacts from as far away as South Korea and Great Britain requesting these focused services. He is making more money and is working less. Having a clear strategic direction and making difficult choices were the keys to making his vision a reality.