Five down this is number six. for many companies this is so hard to do and it is so tempting to do other things. This is what we have learnt in the last five years but slowly been introducing in 2010. Be excellent in one aspect of business (in our case design).

Niche is key to the future development of your business. If you can identify your key beliefs and values and only approach projects that fit this then in the long term you are going to be better off. Your projects will be more enjoyable and fulfilling, because you believe in it. They will also be of a better standard.