In praise of less

One of the best definitions of strategy that I ever heard is knowing what not to do. I experienced that last night at Brasa Rotisserie, a restaurant in Minneapolis.

Their focus is laser-like: natural and organic comfort foods inspired by Creole traditions.

There are four entrees on the menu. There are 3 beers on tap. The decor is simple and the restaurant itself is a former corner gas station. But just as important is what's not on the menu.

Unlike your 'neighborhood' Applebee's, there is no 47 page menu. No signature burgers. No gourmet pizzas. No fountain sodas. No paralyzing array of choice to undermine quality and make running the business hard.

If there's one mistake brands make over and over and over, it's trying to do too much in an attempt please too many.

Brasa is an delicious example of how focus is the foundation for success.