1. Stay Focused RIM understands its core competency sticks with it. RIM spends most of its time targeting customers in the corporate world. Although it wants nothing more than to beat Apple at its own game in the consumer market, it realizes that it knows the corporate market best. And it doesn't want to risk it by venturing too far into consumer territory. It's a smart move. And it makes RIM a key player in the corporate world because of it.