principle one CHOOSE ONE DIRECTION Most companies explore multiple identities. When determining your vision, you need to clearly choose one business focus. This choice will define your decisions moving forward. For example: you can’t be on- premise and cloud. You can’t be an app company and a service company (systems integrator). Failure to choose a single focus can lead to distraction and misplaced resources. Consumer vs. Enterprise: “In the last 10 years, there have been 56 IPOs in the enterprise space that have gotten north of a billion [dollars in market capitalization] and just 23 in consumer.” — Jim Goetz, Sequoia Capital