The temptation for many product designers and Sales people is to cram in as much product as possible.

When you buy a car you are confronted with never-ending checklists of features with ticks and crosses.

When you sell a product, you may prattle off feature after feature to impress the prospect.

When you conduct market research, you may jam in as many questions as possible (as I wrote about here)

In reality, less is more – as we can learn from Apple’s Chief Designer - Jonathan Ive. The new Apple iPad has been criticised for lacking some functionality such as a Camera and a USB Port. In a Time Magazine interview with Stephen Fry, Ive answered the criticism with the following statement:

"In many ways, it's the things that are not there that we are most proud of,"

This is not the statement you would expect. Steve Jobs explains later in the interview that he views Apple as being:

"at the intersection of the Liberal Arts and Technology."

Above all else, the technology simply works. They are very clear, they have Purpose.

When you give the prospect less, you are focused, and conversely end up giving them more. When you give a Child focused and undivided attention, you give them more. When you decide not to be all things to all people, you are more to some people.

It takes courage to stand against the tide and make a stand.

Are you cramming your products and prospects with ‘stuff’ or just focusing on people need?

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