Great brands simplify customers’ lives. Don’t complicate the simple. It’s in our nature. We take something that works and want it to be better, more, or do more. Mostly, it doesn’t work. Because our customers get confused. Remember when Starbucks added hot breakfasts, DVDs and sandwiches in their coffee shops? They complicated their brand and lost their identity.
Yep, I think that's a very good example of what we do wrong but should do right.