Ever feel like you're standing in the cereal aisle, paralyzed by the sheer number of choices? Frosted flakes, honey nut, raisin bran, *protein-packed*, *sugar-blasted*... It's enough to make you want to just eat toast for breakfast (again). That, my friends, is the essence of what happens when you add more positioning choices – it can get a bit, shall we say, overwhelming.
The Perils of Too Much Good Stuff
Think about ordering coffee. Remember the good old days when it was just "coffee"? Now you've got lattes, cappuccinos, macchiatos, flat whites, cold brews, nitro brews, and about a million variations in between. And don't even get me started on the syrup options! Trying to decide is like navigating a flavor-packed minefield. You end up ordering the same thing you always do, or worse, you panic and blurt out something completely random like a "skinny vanilla soy chai latte with extra foam" and instantly regret it.
Why More Isn't Always Merrier
Adding more positioning choices can seem like a fantastic idea on paper. "Let's appeal to everyone!" the marketing team cries. "We'll have a product for every niche imaginable!" But in reality, it can backfire spectacularly. It's like trying to catch a dozen ping pong balls at once – you're more likely to end up with a face full of plastic than any actual success.
Here's the thing: Too many options can lead to analysis paralysis. People get so bogged down in comparing the features and benefits of each option that they simply give up and walk away. They might go buy a competitor's product that has fewer, simpler choices or just stick with what they know. Less sometimes truly is more.
Consider the humble pen. You used to have ballpoint or felt tip. Now? Gel pens, rollerball pens, fountain pens, calligraphy pens... with different nib sizes, ink colors, and barrel materials. The pen aisle is a testament to our collective ability to over-engineer simple tasks. I mean, I just want to *write*, people! Is that too much to ask?
The Customer's Perspective: Confused and Annoyed
From a customer's perspective, too many positioning choices can feel manipulative. It's like the company is throwing everything at the wall to see what sticks, rather than truly understanding what customers actually want.
Imagine you're shopping for a new phone. The salesperson starts rattling off a list of features and specs that sound like they're speaking a different language. "This one has a 108-megapixel camera with AI-powered scene detection and a 120Hz adaptive refresh rate display!" You just wanted a phone that makes calls and takes decent pictures of your cat. This overwhelming technical jargon leaves you feeling confused, frustrated, and maybe even a little bit stupid.
It's a recipe for buyer's remorse. Even if you finally make a decision, you're constantly wondering if you made the *right* choice. "Should I have gone with the other one? Was that extra feature actually worth it?" The joy of purchasing is replaced with a nagging sense of doubt.
Diluting Your Brand Identity
Another potential problem with adding too many positioning choices is that it can dilute your brand identity. If you're trying to be everything to everyone, you end up being nothing to anyone. You lose focus and your brand message becomes muddled and unclear.
Think about a restaurant that tries to offer every cuisine imaginable. They have Italian, Mexican, Chinese, and Indian dishes all on the same menu. Sounds amazing, right? Wrong. The food is usually mediocre at best because they can't possibly specialize in every type of cuisine. It's better to be really good at one or two things than to be mediocre at everything.
A strong brand has a clear and consistent message. It knows who its target audience is and what they want. By adding too many positioning choices, you risk confusing your target audience and weakening your brand's overall impact. You become like that friend who tries to be funny, cool, and smart all at the same time, and just comes off as trying too hard.
Finding the Right Balance: Simplicity is Key
So, what's the solution? How do you offer enough choices to satisfy your customers without overwhelming them? The key is to find the *right* balance. It's about offering a curated selection of options that are clearly differentiated and cater to specific needs and preferences.
Focus on Simplicity: Make your choices easy to understand. Use clear and concise language to describe the features and benefits of each option. Avoid technical jargon that only industry experts will understand. Think of Apple. They offer a limited range of products, but they are all beautifully designed and easy to use. They focus on simplicity and user experience, which is why they have such a loyal following.
Segment Your Market: Identify your target audience and understand their specific needs and preferences. Then, tailor your positioning choices to meet those needs. It's like having a custom-made suit instead of buying one off the rack. It fits better and looks better because it's designed specifically for you.
Curate, Don't Confuse
Imagine you're opening a bookstore. You *could* fill it with every book ever published. But that would be a disaster. Instead, you carefully curate a selection of books that you think your customers will enjoy. You consider their interests, their reading habits, and their budget. You create a welcoming and inviting space where people can discover new authors and genres.
That's the same approach you should take with your positioning choices. Don't just throw everything at the wall and hope something sticks. Carefully curate a selection of options that are meaningful, relevant, and easy to understand.
Provide Guidance: Help customers navigate your choices. Offer clear and concise product descriptions, comparison charts, and customer reviews. Train your sales staff to answer questions and provide personalized recommendations. It's like having a knowledgeable friend who can guide you through the cereal aisle and help you choose the perfect box of flakes (or maybe just convince you to stick with the toast).
The Takeaway: Less Can Be More
Adding more positioning choices can seem like a good way to appeal to a wider audience. However, it can also lead to confusion, frustration, and brand dilution. The key is to find the right balance. Offer a curated selection of options that are clearly differentiated and cater to specific needs and preferences.
Remember the cereal aisle? Sometimes, the simplest choices are the best. A good bowl of plain Cheerios can be just as satisfying as a bowl of sugary, processed flakes. And sometimes, less really is more.
So, before you go adding a dozen new positioning choices to your product line, take a step back and ask yourself: "Am I making things easier for my customers, or am I just adding to the chaos?" Your customers will thank you for it.
And maybe, just maybe, you'll finally be able to order a coffee without feeling like you need a PhD in barista-ology.
