I know you have a thousand ideas for all the cool features iTunes could have. So do we. But we don’t want a thousand features. That would be ugly. Innovation is not about saying yes to everything. It’s about saying NO to all but the most crucial features.
Each time you say yes to a feature, you’re adopting a child. You have to take your baby though a whole chain of events (e.g. design, implementation, testing, etc.). And once that feature’s out there, you’re stuck with it. Just try to take a released feature away from customers and see how pissed off they get.
Take whatever you think your product should be and cut it in half. Pare features down until you’re left with only the most essential ones. Then do it again.
You shouldn’t sell features, you should sell benefits.
