????當代最成功的一些公司都采用了這樣的原則。蘋果公司（Apple）旗下的產品和品牌屈指可數。租車公司Enterprise Rent-A-Car將重點放在手頭沒車的消費者構成的更新換代市場。就連那些聚焦的初創型企業，也能獲得不俗的回報。DocuSign的業務重點就是文件簽收。Uber只提供出租車服務。由此可見：只要你將一個市場挖掘得夠深，這個市場就不存在“太小”一說。實際上，要擴大收入規模，你應該縮小市場！

????對寶潔來說，現在的難點在于如何控制這個收縮過程。

????如果優先選擇的品牌無法通過增長來彌補已剝離品牌產生的收入損失，盲目刪減產品和品牌就會成為一場災難。如果某些非優先選擇品牌可以帶來利潤而且在管理方面不會耗費高層很多精力，它們也許就值得保留，至少在一段時間內是這樣。對于那些要剝離的品牌，價格是唯一的影響因素——剝離工作必須盡可能迅速而簡單地進行，以免節外生枝。

????專注于核心業務有助于降低復雜性。簡化策略，管理層就可以自上而下的執行工作。這就是重點經營和“收縮的智慧”帶來的優勢。執行新策略的寶潔將經歷一個嘗試期。但如果順利度過，它將變得更加精干、運轉自如，在盈利狀態下實現可持續增長。

????桑杰?科斯拉是西北大學凱洛格商學院（Kellogg School of Management at Northwestern University）高級研究員。此前，他于2007-2013年在卡夫食品[現在的億滋國際（Mondelez International）]擔任市場開發總裁。莫漢比爾?薩赫尼是凱洛格商學院技術與創新研究中心（Center for Research in Technology & Innovation）主任。兩人合著了《更少、更大、更大膽：從無意識的擴張到有重點的增長》（Fewer, Bigger, Bolder: From Mindless Expansion to Focused Growth，Portfolio Hardcover出版社出版，2014年）一書。（財富中文網）

????譯者：Charlie

????Some of the most successful companies of our time practice this principle. Apple offers only a handful of products and brands. Enterprise Rent-A-Car emphasizes the replacement market for consumers who don’t have access to a car. Even startup companies that focus have been handsomely rewarded. DocuSign concentrates solely on document signing. Uber only does cab services. The lesson: No market is too narrow if you go deep enough. In fact, to broaden your revenues, you should narrow your markets!

????For P&G, the hard chore now will be managing the process of slimming down.

????Recklessly shedding products and brands can be disastrous if the growth in the priority brands does not compensate for revenues lost from the brands being divested. Some non-priority brands may even be worth holding onto, at least, for a while, if they throw off profits and can be managed without much senior leadership effort. As for those being divested, price is only one factor—the separation has to be as swift and as simple as possible to avoid disruption.

????Concentrating on the core helps weed the underbrush of complexity. Strategy gets simplified. That allows managers top to bottom to work on execution. That’s the advantage of a focused operation and the Wisdom of Less. P&G faces a trying period as it executes its new strategy. But if it gets to the other side, it will become a leaner, smarter operation, one that produces growth that is both profitable and sustainable.

????Sanjay Khosla is a senior fellow at Kellogg School of Management at Northwestern University. Previously, he was president of developing markets of Kraft Foods (now Mondelez International) from 2007 to 2013. MohanbirSawhney directs the Center for Research in Technology & Innovation at the Kellogg School of Management. They are the co-authors of Fewer, Bigger, Bolder: From Mindless Expansion to Focused Growth (Portfolio, 2014).