Do A Few Things Well

Caleb Laird
July 02, 2024 • Read Time: 2 minutes

Good Morning :)

Hope you like this new section at the top.

It feels a bit more personal which is something I felt was missing.

I want this newsletter to be a 2-way street—that means you can send stuff back to me too.

I read and respond to every email.

I’m sure there’s a word for this.

Competitiveness maybe.

But every time I try a new skill, game, hobby, etc I have this inner urge to get crazy good at it. Every single time.

For one or two things that’s a worthy goal.

But for everything, completely unrealistic.

The same holds true for your business.

You can’t be the best at everything (you’ll wind up being average at everything instead).

In a CBS interview, Apple CEO Tim Cook had 1 sentence in particular, only 11 little words, that deeply resonated with me.

You ready for ‘em?

"We think that we can only do a few things well."

Let that sink in. This is Apple we’re talking about.

Even the largest tech giant in the world knows it has limitations.

Imagine if Apple started making basketballs.

Okay they might be decent but I doubt they’d be the best.

Instead they stick with what they know: electronics.

They do a few things well.

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