“Doing what you’re good at” is one of the three pillars of the system we use to help our clients find the focus for their businesses. In the case of “Baked by Melissa,” I’m sure she’s always known how to bake cupcakes, or at least she was interested enough to figure it out. You want to focus on a business that comes to you with a little bit more ease than for most people. That, in itself, will be a crucial differentiator when you are facing your competition. If anyone can make the mini-cupcakes Melissa bakes (meaning that she has no true advantage over the rest of the people baking cupcakes), she will soon be out of business, or even worse, she’ll be distracted to find what she could be better at.