There can only be 1. 1 Business To Make It Big 1 Customer Persona 1 Growth Channel 1 Main Project 1 Next Step 1 Goal The One Thing is a mediocre book with a fantastic message. Just focus on the one thing that matters. Not sure there's much more to it than that. If you're doing more than one thing then you need to start cutting stuff until you're down to just the one thing that will reach your goal. Too many people overcomplicate this - myself included.