Vertical Clarity: How Focus Simplifies Critical Decisions and Priorities

As I’ve been diving deeper into Andy Frisella’s (1st Phorm International Founder) Operator Standard app and the Power List (five critical daily tasks), I’ve come to the realization that verticalization is a strength that transcends just marketing. Many business owners think that verticalization only exists in marketing. It doesn’t. It shows up in how we make decisions and how we prioritize our time – when everything feels important, nothing truly is. Trying to serve “everyone” in your business leads to:

• Too many initiatives
• Constant context switching
• Reactive decision-making
• Teams unsure what actually matters

It feels productive – it’s usually just busy work.

Verticalization Isn’t Just a Marketing Strategy – It’s a Decision Filter

When you clearly define who your business is built for, critical / bigger decisions get simpler. You start asking: Does this serve our core audience? Does this strengthen our position? Does this move us closer to being known for something specific? If the answer is no, it’s not a priority – even if it’s a “good idea.”

Focused Businesses Make Better Critical Decisions

Verticalized companies don’t chase every opportunity. They:

• Say no faster
• Allocate resources with intention to critical functions
• Align teams around fewer, clearer objectives

If you’ve read the book 10x is Easier Than 2x; you know that you have to abandon the 80% of low value activities, clients, tasks and procedures to obtain the high achieving focused 20%. That focus compounds over time.

Prioritization Gets Easier When the Target Is Clear

Most owners don’t just need better productivity tools. They need clearer priorities. Verticalization creates that clarity by forcing you to choose:

• What matters now (and most)
• What can wait
• What doesn’t belong at all

That’s leadership.

Focus Separates the Leaders

The next few years won’t reward busyness – they’ll reward clarity. The businesses that win won’t be the ones doing the most – they’ll be the ones doing the 20% focused right things consistently for the right people. Verticalize your decisions.
 Verticalize your priorities.
 And let everything else fall away.