Thread by @LifeHornsWay

Why Integration Beats Focus

The Unspoken Truth of Business

[ THREAD ]

Let's go 👇

There's a trope in business: Focus wins.

In one sense, this is true.

Companies that chase every possible opportunity never develop unique advantages or defensible moats.

And focus IS the best way to start a business. Find a niche. Then expand.

But focus is not the ultimate destination.

Integration is.

Let me explain...

On some level, all human value is "integrative."

We produce the most value when we integrate multiple spheres of competence.

Look at the design of this room (from a great hotel in London, the Haymarket).

To design a room like this, the designer integrates an understanding of:

—Lighting and mood
—Space and room composition
—Color, blending brightness and hues
—Artwork and even floral arrangements
—Texture, as in the furniture, wallpaper, and carpets

People consider Apple to be a "focused" company. After all, they have just a handful of products.

But each of these products blends a dizzying range of competencies.

The iPhone integrates:

—UX design
—Chip design
—Hardware design (cameras, touch screens, etc)

And then it FURTHER integrates all of those things with a services ecosystem:

—Apple TV
—Apple News
—Apple Music

And THEN it integrates all of those things with:

—Payments
—Retail stores
—Cloud storage

The best businesses are integrators.

That's why you see Amazon delivery trucks and Amazon Basics products (batteries, etc).

Amazon is integrating logistics and manufacturing capabilities along with its famous marketplace.

In business, this is what Ben Thompson calls Aggregation Theory.

stratechery.com/aggregation-th…

But it doesn't just apply to business.

It applies to EVERYTHING in life.

—The best politicians integrate public speaking, diplomacy, persuasion, and more

—The best athletes integrate physical aptitude, discipline, teamwork, "smarts" and more

Etc.

When we apply the "integrative" lens to our personal lives, we are talking about what Scott Adams calls a Talent Stack:

https://twitter.com/LifeHornsWay/status/1275836906027139073

Even paths that we typically consider "focused" are integrative...

—Writers integrate an expansive vocabulary, storytelling, research, and prose

—Graphic designers integrate knowledge of composition, type, photography, and illustration

—Trial lawyers integrate public speaking, persuasion, research, and drama

What does this all mean for us?

It means that, whatever the endeavor, focus is the way to start.

But the ultimate destination is integration.

That's all friends!

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