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# Focus is a choice — Kelford Labs Daily
- URL: https://kelfordinc.com/focus-is-a-choice-kelford-labs-daily/
- Published: 2025-01-29T11:23:59.000Z
- Updated: 2026-01-27T15:12:54.000Z
- Description: Choose one idea.
- Author: Joel Kelly
- Tags: Daily Labs, focus, idea, customers

> “What focus means is saying no to something that with every bone in your body think is a phenomenal idea, and you wake up thinking about it, but you end up saying no to it because you’re focusing on something else.”

> — Legendary Apple designer Jony Ive

This is the quote about focus I reference the most.

Because it gets to the heart of the issue: Focus isn’t about choosing just the *good* ideas.

**It’s about choosing only *one* of the many good ideas we might have.**

Because trying to do everything at once, even if everything we’re trying is a *good idea*, leads us in circles or leads us astray.

For our marketing to work, our customers needs to see *themselves* in our messages, which means being [specific, clear, and focused](https://kelfordinc.com/kelford-labs-weekly-specific-clear-and-focused-value/).

The broader we aim, the less we’ll hit.

**But the less we focus on, the more customers we’ll attract.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows entrepreneurs the way to always knowing what to say.***