Some companies make a great deal more money than others. While there are many reasons for this, three stand out from a marketing point of view. First, the companies are active in the right markets—those in which it is easiest to make substantial profits. Second, the companies concentrate on doing a few important tasks very well. In a phrase, they do the right things. And third, they do those right things consistently in the right way—that is, with consistency.
A version of this article appeared in the July 1979 issue of Harvard Business Review.
