Successful organizations spend a lot of time saying, "that's not what we do."
It's a requirement, because if you do everything, in every way, you're sunk. You got to where you are by standing for something, by approaching markets and situations in a certain way. Sure, Nike could make money in the short run by licensing their name to a line of wines and spirits, but that's not what they do.
"That's not what we do," is the backbone of strategy, it determines who you are and where you're going.
Except in times of change. Except when opportunities come along. Except when people in the organization forget to ask, "why?"