It was my love for building that initially drew me to engineering, but it has been my sense of focus and persistence that has helped me build two successful tech companies. Lately, I’ve noticed a worrying trend within the startup world: a lack of company focus. In today’s environment of hiring freezes, layoffs and decreased VC spending, focus seems like one of the most important topics for organizations to address.

When companies over-prioritize building new product features, they constantly shift their attention from one new shiny thing to another. This can lead to a scattered core solution, customer churn and financial burn. But when you optimize to fix what you have to improve product quality—instead of budgeting for building new features—organizations can increase retention, engagement and conversion during uncertain economic times.

There are so many upsides to fixing issues and working on your foundation. I was recently asked about tips to help leverage focus and build a strong organizational foundation. Here are my top three:

Continue reading this article on Forbes, where it originally appeared.

Christian Wiklund is unitQ CEO and Co-Founder.