Let's begin 2018 by reviewing the image here.
Project work in 2017 leads me to believe we have four choices.
We can buy distressed brands and create a diversified portfolio.
We can sell our distressed brand - cleaning up the business in 2018 so that we can fetch a fair price in 2019.
We can "scale" our business and try to truly compete against Amazon (hint - this is unlikely to work, for if it worked, we'd already have solved this problem).
Or we can be "unique". Most of us hate this choice, because it "doesn't scale".
Think about each option, ok? If we don't do anything different in 2018, then we've chosen to "SCALE" ... and that's not going to work.