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Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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product choice overload

October 11, 2020

Product Choice Overload cartoon
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From data plans to toothpaste to headache medicine, most categories operate as if more choice is better than less choice.

But if you’re actually a shopper with a headache in a headache medicine aisle, the only thing a complicated product assortment will do is make your headache worse.

As Scott Galloway put it recently (echoing Barry Schwartz’s 2004 classic, The Paradox of Choice):

“One of the biggest mistakes we make as marketers is that we assume choice is a good thing.  Choice isn’t a good thing. It’s a tax. We don’t want more choice.  What we want is fewer choices, but to be more confident in the choices presented.”

Companies ranging from Coca-cola to Mondelez to McDonalds to Mattel are starting to use the pandemic as a time to rationalize their product lines.  Some of these efforts began as an attempt to reduce supply chain complexity.  But this has the potential to lead to a more curated product experience.

In the constant drumbeat of new line extensions, sometimes the best innovation is to offer less.

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Here are a few related cartoons I’ve drawn over the years:

flanker madness - May 2003

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product proliferation - April 2018

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8 types of innovation - May 2016

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innovation and risk - October 2019

Innovation and Risk cartoon
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  • Paid licensing options include high resolution download.
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