Ask HN: How to "clarify" your business

We are undergoing an identity & focus crisis. We know we need to focus, stop being everything to everybody, find our passion, etc.

However, honestly, we are having a VERY difficult time doing that.

We are passionate about a subject, a sector - but we break down after that - what products or services - etc.

Does anyone have a process? I am not talking about:

step 1. find your passion step 2. follow your passion

I am looking for an organized, rigorous process to undertake an evaluation of lines of business, products and/or services that fuel the already known passion.

We have been "in business" for almost 10 years, but are looking to breakthrough, not maintain.

Thanks.