Why Great Products Do Only One Thing

Uber did not allow you to pre-book a taxi. Amazon started out by selling books only. Google was just a search engine. McDonald’s got rid of cutlery. And somehow we still believe that for a product to be successful it must do many things.

Back in 2006, McDonald’s saw its growth stall. The fast-food chain decided that the problem was its limited menu, so it tried out many new items and ended up doubling the offerings. But sales hardly budged. Finally, in 2016, it took a new track. It went back to basics, dropped most of those additional items, and instead extended its popular breakfast offerings. Sales finally jumped, with same-store revenue up 6% in 2017, and the stock rose by 40% — Tiffani Bova, HBR


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