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The problem with abundance
Design Buddha
September 26, 2024
We're drowning in choices. 52 types of toothpaste. 103 project management tools. 1300 different cameras. Or a wine list that’s a book (talk about the stress of being the one choosing the wine for your business dinner from that)!
It's too much.
When we have too many options, we freeze. We can't decide. So we often don't. No decision becomes the decision. And that's rarely the best outcome.
As a brand, if you can help your customers make a decision they feel good about, you’ll win them over. Hopefully, that decision is to go with your product, of course.
Be transparent. If your product isn't the right fit, say so. Recommend a competitor if you have to. You might lose a sale today. But you'll gain trust. And trust is worth more than any single sale.
You’re also giving them a story to tell others that inspires confidence in what you do.
Simplify, Simplify, Simplify
Think about what's the right amount of choice for your products.
Prioritize what matters mosts. What do your customers need that you are most uniquely qualified to deliver? Focus on that and let everything else be a bonus.
Especially for decisions that have long-term impacts due to the initial financial cost as well as high switching costs (in the case of enterprise systems such as project management or financial management software), do everything you to increase the confidence that it’s the right choice.
Too much choice induces potential for regret in options not chosen or some FOMO. What if I didn’t make the right decision? What if there was something better?
Make it easy for people to compare options. Don't force them to wade through a sea of features. The easier you make the decision, the more likely they are to make one.
On the flip side, there’s a place for many choices. Once a decision has been made, the ability to customize a product EXACTLY as one wants creates delight. Take a car, for example. Who doesn’t want to personalize their new car to make it their own?
That's where abundance works.
In a world of endless options, simplicity wins.
Help your customers navigate choices. Make decisions easier. Do that, and you'll stand out. You'll build trust. You'll win in the long run.
Remember that Less is more. Especially when it comes to choices.
This week’s kickstart
Assess how you present your product compared to your competitors. Are you making it easy to choose you? Or vice versa?
Is it clear how you uniquely deliver what your customers need most?
Where can you simplify your story?
And once you’re earned that customer, where can you make it easy for them to customize it to make it their own?