Less as a competitive advantage

A friend shared this post from Signal vs. Noise (by 37signals):

Less.

I want to talk about the concept of less. And more specifically the idea of using less as a competitive advantage.

Conventional wisdom says to beat your competitors you need to one-up them. If they have 4 features, you need 5. Or 15. Or 25. If they're spending X, you need to spend XX. If they have 20, you need 30.

While this strategy may still work for some, it's expensive, resource intensive, difficult, defensive, and not very satisfying. And I don't think it's good for customers either. It's a very Cold War mentality--always trying to one-up. When everyone tries to one-up, we all end up with too much. There's already too much "more"--what we need are simple solutions to simple, common problems, not huger solutions to huger problems.

What I'd like to suggest is a different approach. Instead of one-upping, try one-downing. Instead of outdoing, try underdoing. Do less than your competitors to beat them.

I want to discuss five things you need less of that you're likely to think you need more of.

Read the five things in Less as a competitive advantage.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


(0) Comments

Looking for the latest in product and data science? Get our articles, webinars and podcasts.