The Ford F-150 is the best-selling vehicle in the US, and has been for 40 years. It’s Ford’s bread and butter. It practically is Ford at this point.

Every other vehicle in the Ford portfolio can lose money and the company can still make money because of the F-150.

As Seth Godin points out, it sells because it works. And it works because it’s easy to fix (parts are always available), does what you want it to, and it’s unassuming (it doesn’t call attention to itself). (That last point is in relation to Tesla’s Cybertruck, I think Seth might agree with me that Elon is our P. T. Barnum.)

The F-150 is thing that Ford could keep doing, shut everything else down, and still be a successful company. It’s the golden goose. Discontinuing it would probably be the end of the company. Evolving it into an EV could transform the company into Tesla3000.

Why am I still rambling on about a pickup truck? Because you can get one with massaging front seats. But mostly because I have a question for you…

What’s your F-150?

What’s the one thing you do that is synonymous with your company / brand / business? What’s the one thing that if you stopped doing it your company would end? What’s your life raft when some new idea / initiative doesn’t pan out? What lets you try new things simply by being reliable and by being the thing your customers want?

Know what it is? Great.

Can you do more of it? What would happen if you cut out everything else and focused on this one thing?

Can you evolve it? Put on your futurist hat, what will this look like in 5 years? 10 years? 20 years? 50 years? Can you do that now? Or at least start the process?

Maybe most importantly, do you want this to be your F-150?