Is there any doubt that in late 2015 people are overwhelmed with too much information and too much to do every day? This is especially true of households with children and two working parents.
And yet, some brands proceed blithely along – offering dozens of variations on their products – sometimes with a long list of features to choose from. The simple truth is, most people simply don’t have time to decide which is best for them (nor do they really want to).
Enter the ‘one product’ business model, or perhaps the return of same. Casper is a startup mattress company that makes just one model of mattress. Imagine that. No soft, medium, firm, extra firm or pillow top options. The only thing you get to choose is the size of the bed you want. According to CEO Philip Krim, ‘We thought we would sell a couple hundred within the first few months. We sold that amount within days.’ Casper is also introducing a new, single-variation (gasp!) pillow as well.
The fact is, most people are searching for simplicity today. They want easy-to-use products that don’t require fifteen minutes of reading online to understand. They want to make quick choices, and move on. Your product is not at the center of their lives.
An article by Fast Company says that ‘Simplicity is the most powerful branding principle’.
Fewer products with fewer features is challenging because it’s counter-intuitive. And yet, there’s no doubt it will have a very specific appeal to those who simply want to purchase something where they can take it out of the box, flip the switch, and have it work.
Simplicity is more important today for brand positioning as well. This from AdAge today: ‘When it comes to simplicity, Dollar Shave Club is at the top of its game, apparently. The razor subscription service this year pushed Google out of the top spot in a ranking of simplest brand propositions based on consumer surveys. Some other “disruptors” beat Google this year too, including Warby Parker and Seamless. Google came in fourth, followed by GoPro, Netflix, Publix, The Honest Co., Spotify and Amazon.’