The need for Eckler's specialization was disappearing. It could ride the same path for about 5 years but then its future would shrink rapidly. Where do we get sales from in the future, they wanted to know. Eckler's Blueprint – "Creating a greater level of certainty" – shifted its focus from its old specialization to "creating certainty". They were now in the "greater certainty" business. This new focus enabled it to expand out of its narrow path and take on any business that aligned with its commitment to creating a greater degree of certainty.