Drawing up a short list of core competencies and core problems enabled management to focus its efforts effectively on the actionable items that given rise to them.the company's 'excessive technology orientation' was resolved by assigning one of the two joint ceos to handling m&a full time. 'High burn rate' was resolved by introducing a strategic gating (pass and ronen 2003) function and improving r&d processes and their management. 'Focus on a single new technology' was resolved by appointing a business development executive. 'Small player in a giants' playground' was resolved by distributing the product through a large third party.