Understanding Why 'More' Leads to Less—The Dangers of Line Extension

Over the years, a once-beloved ice cream shop in town doubled, then tripled its menu. New flavors and product lines filled the freezers, making the menu complicated and the backroom chaotic. Customers began to hesitate—too many choices, not enough focus. The signature classic, 'Mint Dream,' got lost in the shuffle, and sales began to slip. Meanwhile, a rival shop three blocks over offered just six thoughtfully made flavors, becoming known as 'the place for real pistachio.' Their simple sign, unchanged for years, drew lines out the door all summer.

In an office nearby, a team once proud of their flagship project gradually took on side gigs—internal newsletters, tech workshops, birthday parties, volunteer events. While good for a while, the effort became scattered, and quality dipped. Colleagues couldn’t articulate what the team truly stood for. Frustration grew as energy spread ever thinner.

Behavioral economists refer to this as the 'paradox of choice.' The more options you present, the harder it is for people to decide, and the less distinctive you become. When organizations or individuals keep adding products or roles, they risk diluting the very strengths that made them successful in the first place. Sustainable growth demands focused subtraction as much as bold addition.

Make a list of everything you offer, run, or take responsibility for, then circle places where you’re stretched or duplicating effort. Identify just one thing—no matter how small—you can cut, phase out, or delegate in the next month, and communicate clearly to your team or network about the new focus. Notice how decision-making and results shift when your energy is no longer divided. Concentrate on doing fewer things better, and watch both your satisfaction and your reputation for excellence grow. Commit to starting this pruning process within the next two days.