When building a business, it’s essential to think strategically and adopt a clear vision that can guide you toward long-term success. David Kidder’s framework, known as the “5 Lenses,” provides a comprehensive approach to building companies that stand the test of time. Each lens represents a core principle that helps founders and business leaders make decisions that ensure sustainable growth, market dominance, and lasting value. Let’s break down each lens and how they can shape the future of your business:
1. Proprietary Gift
A proprietary gift is the unique ability to solve a problem that no one else can replicate easily. This “secret sauce” becomes your competitive advantage, making it the cornerstone of your business model. By focusing on solving a distinct and difficult-to-replicate problem, you create a significant entry barrier for competitors, positioning yourself as the go-to solution in your industry.
Key Takeaway: Build something unique and hard to replicate to establish a competitive edge.
2. Extreme Focus
In the world of business, opportunities are endless, but your time and resources are not. Mastering the art of saying “no” to 90% of options ensures that you can zero in on what truly matters. This focus allows you to streamline efforts and cut through distractions, ensuring you can deliver high-quality solutions in your niche.
Key Takeaway: Focus on your core strengths and the key drivers of your business.
3. Painkillers, Not Vitamins
To attract and retain high-value customers, you need to solve real, persistent problems. Painkillers provide immediate relief and are valued much higher than vitamins, which are nice-to-haves. Focusing on solving chronic, urgent problems will attract paying customers who view your product as indispensable.
Key Takeaway: Focus on providing solutions to urgent, chronic problems your customers face.
4. 10x Factor
Invest disproportionately in areas of your business that offer exponential returns. This could be through a technology, product, or feature that gives you a 10x improvement over competitors. Focus on creating something that others cannot replicate and ensure that this aspect gives you a massive competitive advantage.
Key Takeaway: Double down on areas that drive the greatest impact and are difficult to imitate.
5. Create Monopolies
The ultimate goal is to create monopolies that work in your favor. A monopoly gives you control over your niche, making it much more difficult for competitors to challenge you. By creating a monopoly, you ensure that your business continues to thrive with a significant, lasting advantage.
Key Takeaway: Build a lasting advantage and monopolize your niche.
Applying the 5 Lenses
By applying these 5 lenses, you can ensure that your business is built with strategic foresight, resilience, and long-term growth. The framework encourages a focus on uniqueness, customer-centric solutions, and exponential value—leading to monopolies that are sustainable and difficult for competitors to disrupt.
