Ryan Barton

April 14, 2021

When Offering "More" Ruins You

I understand why companies do it.

They're desperate to increase business, they want more foot traffic, they want new customers, they want to grow.

I found a sign taped to the front door of a dedicated children's salon. It reads:

"Gumball Alley is now a full family salon. We cut adult hair now."

It's one thing if the Gumball Alley folks want to transition into more of a family salon; I can see a family getting their hair cut together at the same time. But this is presented more like "have scissors, will cut" and less like a family experience.

But this is a great example of why everybody isn't a market. When everybody is your market, you sacrifice your core market.

And when you do that, you stop being a distinct product and start blending in with everybody else in the industry.