Marketing is the same thing. You have to stay focused on what you are doing, for whom and your key values. As soon as you start hedging your bets by chasing too many "opportunities" you lose. (By all means leverage what you are doing to move into new areas.)
This usually goes with an Eeyore attitude "Well, this may not work, so just in case......" Play to win, don't play "not to lose". (apologies to "Searching for Bobby Fischer") That attitude will spill over into everything you do and your market will ignore you.