I think many business startups have difficulty finding a focus. As an startup business, there's a lot going on. You have countless decisions to make, and you have to keep moving quickly to stay ahead of the competition.
Settling on a clear focus for your brand, your product, your audience, your strategy — is critical from day one and takes some time. Of course, as you move forward, you must be willing to adapt. But remember to hold on tight to that big idea as you go and stay true to your core values it's what will keep your brand real as you grow.