Heinz, your 57 varieties are 55 too many. Coca-Cola stick with full fat and diet (and a little Zero, Vanilla, Lime…). Samsung just have a big and little version of the Galaxy smartphone (and the billion of variations). The world is complicated enough without the constant increase in choice we are offered as consumers.
The insidious idea that companies should cater to every customer whim means that there are million different SKUs in the hope that it in some way matches 100% with consumer demand. Instead we the public decide that even if a product meets 95% of our demands we get all uppity and want to know why we can’t have something more.
We have all become Verruca Salts.
Most of the time soup, soft drinks or mobiles will meet our needs (not that having a smartphone is on Maslov’s hierarchy) so why do we have to be given the choice to have something that is ever so slightly different?
If I am having tomato soup then I don’t want to decide between tomato & basil, Plum Tomato Basil Soup with Creme Fraiche, Tomato and Butterbean, Tomato with Fiery Mexican Spices, Tomato with a Kick of Chilli or Organic Cream of Tomato. These are all varieties offered by Heinz but all I want is the simple ‘classic’ red gloop. Which I can then add Worcestershire sauce to. What I don’t understand is why they messed with Oxtail soup and added carrots, you give me plenty of choice with others but why are vegetables being forced on me?
As I sit at my desk I can see a tub of Celebrations that hold eight mini versions of the most popular Mars snacks. Of this I can guarantee that the Maltesers will be gone in seconds, while the Bounty will take a while to disappear. All that will be left are the Milky Way (or Three Musketeers for my American readers) as nobody really likes these. So from the 750g of chocolates there are 93.75 g of wasted options.
Stop making my life more complicated, make it simpler. I know I could just ignore the other options but I don’t want to put the effort in to the be ignorant of the multitude of products on offer. I didn’t make the problem and I have no control over the solution, I have tried not buying the Sundried tomatoes with organic basil and a splash of Devon cream but it still resides on the shelves. All I want is less flavours.
Henry Ford got it right when he said that “Any customer can have a car painted any colour that he wants so long as it is black.”
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