When times are tough, we often lose sight of our core offering. We try to become everything for everyone. When we can't please, we appease. When that fails, we lower our prices. And from thereon in, the game's over. Unless you're Walmart.
When it comes to growing a business few things have more power than a narrow focus. Too often business owners want to be many things in order to capture as much business as possible. That seems to make sense, but what happens in most cases is that the business brand gets so diluted that the only way to capture any business is to compete on price – say it with me – there will always be someone willing to go out of business faster than you if you compete on price!