Why Doing Less Than the Competition Can Be Your Secret Weapon

In a mid-sized city, two friends decided to open a bakery. Looking around, they noticed every other bakery offered an array of cakes, pastries, sandwiches, drinks—over 30 items on each menu. But something felt off. Their friends often complained about feeling lost in choice and still leaving unsatisfied.

Instead of one-upping the competition, these two decided to focus on just five core items: sourdough bread, croissants, one cake, a coffee, and a seasonal jam. At first, acquaintances said, “Are you serious? People expect variety!” But the pair stuck to their plan. Each morning, the shop felt inviting and easy to navigate. Lines moved quickly, the bakers could perfect their recipes, and waste dropped dramatically—old pastry trays were a thing of the past.

Six weeks in, their bakery drew loyal crowds, from local construction workers to families. One customer commented, “I come here because I know you do the basics really well. I trust you.” The owners realized that less really was more. Rather than chasing their rivals’ catalogs, the pair doubled down on nailing their five offerings, evolving only when they saw real, repeated demand for something new.

Behavioral science teaches that abundance of choice often limits satisfaction, causing analysis paralysis and undermining emotional connection. By embracing constraints, we can direct attention to quality, build expertise faster, and develop deeper user trust.

It's time to let go of the urge to do everything—focus on what actually matters. Start right now: cut three ‘nice-to-have’ items from your plan or feature list, and talk to a real user or peer to check what they value most. Once you’ve clarified your essentials, focus your energy on finishing the core version, even if it feels almost too simple. Trust that direct feedback will steer you further than blind ambition. Finish this week with a lean, ready version—and open yourself to real, actionable input.