How 'Stuck in the Middle' Destroys Profit and Focus—And What To Do Instead

In the 1990s, a mid-size electronics retailer tried to be everything to everyone—offering deep discounts, a 'premium' in-store club experience, and a wide range of imported goods not seen elsewhere. At first, business grew, but profits never came. Customers seeking deals complained about long waits for exclusive products, while those wanting premium service grew frustrated with relentless sales promos and bargain-bin chaos. Staff morale dropped as their roles became confusing, and high-margin, loyal customers slowly went elsewhere. On the other side of town, a much smaller competitor picked a narrow lane: 'Affordable home tech, delivered fast, no frills.' They cut down on extras and streamlined operations, winning the price-sensitive crowd and keeping overhead low. Their clarity attracted a stable set of customers who always knew what they were getting.

The lesson? Trying to be all things to all people muddles both customer expectations and internal priorities. This 'stuck in the middle' trap is surprisingly common—not just for businesses but in personal life, where fear of missing out leads to diluted results. Real success comes from hard choices: picking a lane, saying 'no' to everything that distracts, and building every policy and action around your core strategy. Behavioral science shows we’re more engaged, productive, and creative when we have clear identities for ourselves and our groups, and the same is true at work or in our communities.

Take a moment to reflect on your main goal. Are you aiming to be known for low prices, unique features, or stellar service to a small, special group? Write down your answer clearly, and then make a quick list of what activities or customer types just don’t fit your chosen path—commit to letting those go. From now on, evaluate every new idea or request by whether it strengthens your main approach, and don’t be afraid to say no to distractions. That focus will build both confidence and better results.