Joe says the next big move is to make no moves at all. He believes it's more important to know which market you're not going to enter than which one you are — so you'll see StrongRoom pull out of a bunch of markets that aren't relevant and focus on substance abuse and addiction.
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"The funny thing is the next big move is to make no moves at all." Joe's reasoning: "sometimes it's more important to know which market you're not going to enter rather than which market you're going to enter." StrongRoom is at a place where it needs to know which market not to enter, so "you'll see the big moves is us pulling out of a bunch of markets that's not relevant and focusing on substance abuse and addiction." Areas like rewards, aged care and adherence — where StrongRoom had very little market share and spent too many resources building things that didn't matter — are exactly the distractions he's removing to stabilise the core, which has a near-monopoly in several analytics areas in Australia.