The IT industry is full of companies that fail to position themselves clearly and deliver a differentiated value proposition. If you want to be a player everywhere, you won't be really successful anywhere. Or do you know a top athlete who excels in figure skating, fencing, and pole vaulting?
Long-term successful IT companies have a clear positioning in the market and differentiate themselves and their services from the competition. As a result, they win more customers and demonstrably achieve higher margins.