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Create a Product Your Customers Will Want

Are more features what your customers really want? Try to make your product do too much, and it may end up doing nothing at all.

This story appears in the July 2006 issue of Entrepreneur. Subscribe »

There's an old Saturday Night Live skit about a diner that serves only cheeseburgers, chips and Pepsi. Little did anyone know that the skit's catchphrase, "Cheeseburger, cheeseburger! No Coke. Pepsi!" would sum up a growing mantra for 21st-century consumers: fewer choices, please.

Consumers are feeling overwhelmed as companies race to add more functions, designs, options and service plans. The same skit today could make fun of the endless number of burger choices the diner offers instead of how few.

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