Everybody wants more choice, right?
Everybody thinks they want more choice. In fact what they want is their choice – and the shortest possible path to it.
Misunderstanding this leads us down a path that fills our supermarket aisles, not to mention our HD and satellite radios.
Read it and you’ll quickly get the sense that better creations are superior to more creations.
Richer brands, more entertaining brands, “deeper” brands, more informative and interesting brands, brands that are more unique and compelling.
Creating a hundred differentiated music formats that most listeners ignore is easy.
Creating just one that a lot of listeners love is hard.